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.