You only need to look at the airline industry to see that most people will go out of their way to save 50 cents.

Add 50 cents to price, the Big Mac becomes more expensive than the Whopper, people stop buying the Big Mac in favor of the Whopper, McDonalds lay off workers who then get hired at Burger King at year one pay and end up earning less than they did at McDonalds.

Sound familiar?