A little trip to the supermarket last Saturday resulted in a total that was an increase of 21% over my usual spending. I then filled my tank at my usual station--to the tune of $4.11 a gallon--an increase since the last tankful of $.32/gallon. The end result of these two errands? The gross national product of a small island nation.

It's true that I shop for Certified Organics, which run a little higher than the norm; but I figured the benefits outweighed the cost differential in terms of protecting the environment and my family's overall health. Still, I couldn't help feeling gouged when the checker handed me my receipt, and worse, had highlighted my "total savings" at the bottom. Was that a joke? Total savings? How could I have saved when I spent 21% more! Does that mean, had it not been for all the "specials" I bought, I might have spent 33% more?

When the Superbowl came to town a couple of years ago (bear with me--it's relevant), 3rd class motels 40 and 50 miles away misrepresented themselves to visitors as being "close to the stadium" and having "great views" (of the freeway, a fact they didn't mention), and insult to injury, demanded ridiculous rates. Those motels shot themselves in the foot--it was no way to treat a customer--think of the WOM! Capitalizing on an event is fine. Consumers understand they'll have to pay a little more--what they won't tolerate is being blatantly lied to.

So you see where I'm going with this. The gas station that charged me $4.11/gallon? It's convenient, but there's another one that's not too far, and their super unleaded is $3.93. Gas is gas. Guess who's getting my business on the next tankful? As for my supermarket chain, unless they bring the prices of organics down to a fair price, I'll buy the non-organics. Ticking off your regular customers--is it worth the short-term gain? Not in my book...