Here is an apocryphal story that seems to be making the rounds in e-mail: "Some guy bought a new fridge for his house. To get rid of his old fridge, he put it in his front yard and hung a sign on it saying: 'Free to good home. You want it, you take it'. For three days the fridge sat there without even one person looking twice at it. He eventually decided that people were too untrusting of this deal. It looked to good to be true, so he changed the sign to read: 'Fridge for sale $50'. The next day someone stole it." While the story may not actually be true, you can easily imagine it to be true. Price discounts communicate to your buyers that your product isn't worth buying at the regular price.