Why is clear and fair pricing important for businesses?

Clear pricing is essential because customers should understand what they're paying without needing advanced mathematics. Data shows that 69% of consumers would leave a company due to confusing pricing structures. Blockbuster's downfall illustrates this principle - their "extended viewing fee" (late fee) was widely perceived by customers as unfair and greedy, becoming one of the most cited complaints about the company. When designing pricing, businesses should evaluate whether each charge feels reasonable and fair from the customer's perspective, ensuring both proportional value and consistent pricing across similar customer segments.