Ann: AXX: WOW and COL in court over alleged misleading claims, page-13

Isn't quite as simple as what it's all made out to be though. It's a sneaky marketing tactic, they were always going to raise the prices due to increased costs and high inflation. Consumers likely would've reacted poorly so they've put them up higher for a short term wtf is this, then lowered them to where they wanted them originally hoping consumers would buy after seeing the discount ticket instead of them being outraged. The problem isn't the cost increase, it's the way they tried to pretend like you are getting a deal when in fact you are just paying full price. I went through 2019-2024 financials and you don't see any sudden surge in margins or profits or any unusual changes. Everything looks in line and in check financially so I don't really think it's as big a deal as what it has been made out to be. Just my 2 cents. I am in no way sticking up for them because what they did was wrong, but what I don't agree with is they were ripping everyone off entirely. If they put up the price with a normal full price ticket instead of a down down ticket, nothing would've changed with the price you'd be paying at the checkout.