Boy, you must just have money to burn huh? Don't check an invoice or receipt and see what you're buying and for how much?
No they hope to take advantage of people who have so much money they don't check (or ask how much a product is) their reciept before they leave the store.
I think most consumers would check to see how much they'e being charged but wouldn't know they're overpaying, however in this internet connected world, all it would take is a little research to save a huge amount of $$$; which they could do right in the APPLE store on an Apple computer (don't buy at Best Buy!) BEFORE they buy it!