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It's about time that these ridiculous promotional tricks were challenged. A number of retailers and their agencies have made a very comfortable living out of making things complicated and less transparent for the busy customer. When one retailer starts being tricksy and gets away with it, unfortunately many others follow.
But we we only have to look at the woes of Tesco to know that loss of trust will ultimately catch you out. No-one with integrity should defend what's being going on.
As for blaming the customer for not spotting the deceptions - well that demonstrates the need for this investigation.