I started to consider changing my cell phone plan and went to a couple companies. Their menu choices are so complicated and the prices you see listed are nothing like the prices you see when you start clicking through choices, they disappear, magically change before your eyes, etc. Why?
In: Economics
Companies don’t want to compete on price. They want it to be hard to compare one plan against another so it’s not as easy as picking the same plan for the cheaper price for the consumer. Thus a bunch of very slightly different plans exist and you can’t really find 1:1 comps.
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