I can understand the reasoning behind it
that psychologically there's a cut-off point
beyond which the consumer is unwilling
(more likely UNABLE) to go beyond before
simply crossing items off the shopping list.

The sensible alternative is GETTING LESS
for the same price we're budgeted for...

No body said we have to like it... it's just
the high cost of living.. waddiyagonnadu? frown

What burns my biscuits is them thinking
we're idiots that don't notice what they're
doing... as if they're getting over on us. mad