These companies continue to do this because A. Consumers, unfortunately, are not that savvy and continue to fall for it, and B. Enforcement agencies such as the AG and FTC are lacks in enforcement, particularly here in MA. Wayfair is also a champion of the "price mistake" gimmick advertising enticing items at ridiculously low prices to attract attention and then cancelling the sale but automatically opting in shoppers to their marketing emails. One such incident occurred just last week on a Weber Grill. I guess all these gimmicks are needed to pay for their annoying jingle and ads