Compare prices are ridiculous, but they seem to work. If people do their research, they will learn that the time JC Penny decided to stop using compare prices was one of the darkest times in their retail history.

Consumers like to see compare prices that make them feel special. In this case, I think Amazon is giving shoppers what they want.

I don't like it one bit, but consumers have spoken. I'd really like to see a retailer change the retail environment to one of honesty rather than deception.