It's almost ubiquitous online--promos showing an artificial "regular" price, marked down to the actual price. The problem is, no one has ever paid that "regular" price. It's unethical and probably illegal but other online retailers get away with it every day.

The price you see here is the real price. It's what our customers regularly pay. Yes, we run sales and specials and yes, we do offer discounts when you purchase more than one shirt. But those are actual specials, not permanent marked down prices from an artificially-high price no one's ever paid.

We regret that we've followed what the rest are doing in the past. We never felt good about it and we decided it's time to stop. We weren't pressured into this decision; there was no legal action and no customer complaints. We just realized it was wrong and we aren't going to do it any more. 

Yeah, it makes it harder to compete. But integrity matters. We hope you agree.