Why is it that in many restaurants you can afford to buy a buffet for only 30 dollars? Why does the price of the same bottle of beer differ so much between the grocery store and a fancy hotel? Why do stores put a pair of 500 dollar shoes next to a pair of 100 dollar shoes? In fact, these are all tricks that businesses play on the customer. The book, Priceless, tells us that there is nothing such as an “original price” in this world, but only psychological battles that take place in our minds.