When selling a product, we were doing A/B tests with price points and so we had results that the same product was selling better if it was priced at £7.49 per month rather than £6.99. For some reason people subconsciously think that 7.49 is smaller than 6.99 or things like £5 wouldn't sell much but £5.99 would be going off the virtual shelves in an instant.
Crazy.