This article is interesting, but the author seems more excited about tricking people into spending more money. You could easily use endpoints that are more in the direction of satisfaction and happiness than always using money as the goalpost.

I understand that the people he interviewed are likely in the business of profit making but as a journalist for the BBC I would have hoped for a more honest take.

"Put the most expensive item first so that the others seem more reasonable"

That's just messed up and not something to be celebrated IMHO