Picture this. You are walking through the cereal aisle of your favorite grocery store. You know you need to pick up a box of Cheerios. So, you stop and notice that there are 3 brands. Not only that, there are at least two different sizes of each brands, making you choose from at least 6 different packages. So, which one do you put into your cart? Chances are, the cheapest sticker price. Well, it turns out, that ...