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This case study focuses on e-Commerce price-setting practices and provides an opportunity to review the underlying principles of price discrimination as well as other pricing strategies. Its instructional value extends beyond its focus on the growing specialty tea market. The case is designed to address a number of learning outcomes in a managerial economics course at the MBA or upper undergraduate level and has been tested in MBA economics courses at two business schools over several semesters. The content of this case may also be relevant to other business disciplines concerned with pricing issues, such as marketing.