Working in Retail for many years, it's amazing what people don't understand. So many times I hear people say oh I didn't look at that. And it doesn't even have to be fine print. In some instances the print is the same size as the rest of the ad. Some people choose to see only what they want to see. The thing that is really upsetting is when customers see something incorrectly and then they become belligerent and demand an item that is not on sale for the sale price because they mis-read the ad.