[JumpCrisscross]

> both of those prices are always shown

This isn't necessary. There could be a public price and a private price.

> there is an option for forgotten card which lets you bypass the need for an account

Neither is this.

[ballenf]

There already are private prices -- the result of targeted coupons that certain customers get. Those coupons are tied to the SuperSaver(tm) account and aren't transferable.