4 or 5 years ago, JC Penny (a retail clothing chain in the US) tried a pricing experiment. Round numbers ($20 instead of $19.99) and no bullshit sales. Things were priced as marked. It was wonderful and made the experience of shopping for clothes much more enjoyable because it didn't feel like the retailer was trying to fuck with me.
It was a total failure financially. It turns out too many people love to "feel" like they're saving 30%.
If I remember right Ron Johnson was brought in as CEO for JC Penny (former Apple Retail chief).
He brought in that pricing experiment. He was canned when it didn't work out.
Consumers ARE idiots.
But they are. They even vote for less protection, if you spin a carefully crafted tale.