[lambdaone]

But it's not you, it's everyone. And some people will be swayed even by that 10 to 20 cents. Put them all together, and you have a substantial "virtual battery" capacity, and all you need to do it is to make sure people have price awareness.

Don't knock small gains like this. Even a couple of percentage difference is worth having; all the marginal gains add up to make large scale gains.