For Sony, No Discounts Means Stress-Free Shopping

http://bits.blogs.nytimes.com/2008/11/20/stressed-sony-says-high-prices-will-help-you-relax/#more-1929

Sony wants to price their TVs and Cameras the same price in every retail store.  No one store should price the goods more or less depending on how it feels.  This will benefit all customers who wish to purchase electronic Sony products and don’t have to choose the right store because all will have the same price.  By doing this, Sony reduced stress from shopping.

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