# Prof. Xavier Gabaix on shrouded prices

1 May 25, 2012 MSNBC ![MSNBC logo](/sites/default/files/styles/246w/public/assets/images/con_030725.jpg?itok=1TPLKUHG)>

Excerpt from [MSNBC](http://redtape.msnbc.msn.com/_news/2012/05/25/11864178-fair-and-square-pricing-thatll-never-work-jc-penney-we-like-being-shafted?lite) -- "[Gabaix](http://w4.stern.nyu.edu/faculty/bio/xavier-gabaix) argues that it's impossible for consumers to intelligently shop for printers. No consumer knows how much ink costs -- the cartridges don't come in standard sizes, the amount of ink used to print varies and ink costs are unpredictable. That makes the true price of a printer 'shrouded,' in Gabaix's terminology."
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