[aoprisan]

actually, it'll be $20.00

[artursapek]

I sure wish it would. I never really understood the supposed psychology behind .99 and .95. To me, three nines looks less welcoming than three zeros.

[mahyarm]

It's so it doesn't cross the subconscious barrier of "under 20 dollars". $99.99 doesn't cross the subconscious barrier of $100 for example. It's probably been A/B tested to death, since it's so widespread among retailers.

[artursapek]

Wow. I'd like to think people aren't wired like that, but I guess subconsciously there's lots of exploits like this.