That will be £9.99 Please!

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No thankyou! I know it seems a little petty but it's still annoying - The price of products that is! Yes we are all aware that shops will lower prices of something to make it look cheaper... like £10.00 into £9.99... But it's only a penny!!! My friend falls for it all the time, always thinking it's cheaper than it actually is... I didn't think it was possible to fall for it anymore and then even I did!! Does anyone share my annoyance for this stupid system..? What do you think about it?