I was watching “America’s Test Kitchen” just now on PBS, and at the end of the show they offered you the chance to buy a cookbook with all of this season’s recipes.

They started by saying the cookbook is not available in stores. Then, a few seconds later, they said it was being offered for “$29.95 … $5 less than the cover price.”

Did you catch that? If the cookbook isn’t being sold in stores, if it’s only available from America’s Test Kitchen / Cook’s Illustrated, who cares about the cover price? They could put a cover price of $5,000,000 on the book, sell it for $50, and advertise it as a $4,999,950 discount from the cover price!

Marketers just kill me sometimes.