I was delivering in North Carolina a few years ago. A regular customer had a set of pottery from a competitor. This competitor often had our styles and stock numbers as they sometimes copied us.
The purchase price was $100.00 for the set. Our set of the same style was $101.00. I asked the customer if they paid freight charges on that order. They had and the rate was 17% so on top of the $100.00, they paid another $17.00. Our price of $101.00 was a delivered price.
I asked why the customer bought this from the other company. They responded that "It was cheaper than your set."
Don't be fooled.