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It is a psychological thing, making people think of the price in regard to the digit before the decimal point as a key part and so it seems cheaper. It is also under the next whole number up, also giving that impression, giving people the impression that they are saving something, even though it is a tiny amount.

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Q: Why would restaurant use prices like 8.9 and 4.99 instead of 8.50 and 5.00?
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