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It's nice that the dollar figures are all upfront on this page, but it seems a bit strange to say "Get a working, launchable prototype for $3,500" when the client actually pays $3570. It seems that you're putting half of your fee on the client side and the other half on the programmer side, but in doing so the client's seeing a mixed message that could be off putting.

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I doubt it's off putting. 2% for the sake of simplicity is OK. Similarly, "$10k" would be fine instead of "$10,200."

In UK, prices are always inclusive of VAT. Going back to the U.S. pricing model after that is annoying to say the least. A price discrepancy leaves room for dispute unless you add "fine print" for "hidden fees", both of which are frowned upon to the extent that many products market themselves as having no "hidden fees". Consumers never benefit from any of it, only companies do.

Agree on the UK comment. Companies are generally expected to put the price of sale in the UK (with VAT if B2C, without VAT if B2B).

There's a strong feeling that they're cheating or deliberately misleading when they don't do that.

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