Do we really know for sure about all of this? Could it be that so many are afraid to just round the numbers off, so we just think that .97, .99, .95 works??? Would stores' sales suffer if they round it off? I doubt it very much. But nobody is willing to take that first step. So, again, we think that .99 and .95 works. Hell, maybe it does. Who really knows for sure? Then you have the ones who like the number 7, the number 9, the number.... Which one to use??? Personally, I just make it easy, I round it off at $15, $30, $35. I let the sales page do the work, instead of a "$19.95." Can we do better with, say, $17.77??? (I like the look of that figure.) Who knows. Maybe, but many of us have too much on our plate as it is to be thinking about something that probably doesn't matter anyway.