Things in shops cost x.99 not entirely for psychological reasons. It's really so that the shop assistant has to open the till to give you your 0.01 change, and therefore has to ring up the purchase. If the item cost $5.00, there would be a temptation for the assistant to pocket the $5 bill and put the loss of the item down to shoplifters. However, I don't think anyone is going to pay $550 in cash, so that doesn't arise here. BTW I think that was rather well put by EricofSD, and it has the ring of truth about it. It seems to me that the product is fairly priced, at least in the US.