I think a lot of comments here are missing the reason as to why these hidden fees have become so much more prevalent in the past 20 or so years. The short of it is that comparison pricing is now much easier to do because of the Internet, and many, if not a majority, of shoppers will just sort by price ascending and pick the first result (or, only pick from the first couple results). Thus, there is a huge incentive fo…
> This is also a case where consumers say they want one
thing, but their behavior is a different matter. For
example, pretty much everyone says they prefer the full
price to be shown up front in search result pages. But,
as someone who is privy to a ton of A/B testing in this
area, the opposite nearly always results in higher
conversion, where there is a lower up-front price and
fees are only tacked on during checkout.
That's completely wrong. People don't want hidden fees. They chose those options that have hidden fees, because the fees are hidden and the total cost appears lower. Your AB tests don't compare what consumers want but what consumers are tricked into accepting.