But there is a big benefit: you know what the price of the item is. If you don't like it, don't buy it. Think about Apple gear: your gear-head computer friends scoff and say "I'd never pay the Apple tax, they're not worth the extra price".

More transparent pricing is always better for the consumer. It forces the market to price their items more competitively.

Now imagine if everyone got their Apple at a different price based on the mood that the Genius Bar guy was in that morning.