I agree about the hassle factor vs. cost. In Dan Ariely's pricing experiment, if he gave a US audience the choice: 1 Candian penny for the Lindt truffles or a

I agree about the hassle factor vs. cost. In Dan Ariely's pricing experiment, if he gave a US audience the choice: 1 Candian penny for the Lindt truffles or a US dime for the Hershey Kisses, I'm sure 70+ percent would pay the dime because it's more convenient. It wouldn't prove that people want to pay more for a (seemingly) inferior product.