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The case brings to the fore how companies play upon the mind set of customers and devise their pricing strategies, the ethical aspect of such pricing and the long term consequences of such strategies. The case opens with Pankaj Murthi, Senior Customer Relationship Manager with Stylish.com, an online retailing store, once again facing a disgruntled customer’s phone call about dichotomy between the displayed price against a product and the real purchase price. Though Murthi constantly apologised for the inconvenience they might have caused, he had no real solutions to the concerns Dr Mishra, the caller, was raising as he knew that what was happening was wrong. Exasperated, he disconnected her call, realising that he urgently needed to devise a strategy to handle the issue with the management and the Marketing team if he decided to raise the issue in the upcoming meeting next week.