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A business will never sell you something for less than what it is worth.
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True, but to whom? Many businesses, including the big boxes will promote "loss leaders" which they will actually sell at a price below their own cost. Why? Just to get you into their store. Their actuaries have it all worked out. So it's worth it to the business to do this, and these can be a real bargain to the consumer (IF you really need that item — aye, there's the rub)