The topic is the mystery of financial fees. Journalist Ben Devvarman shares a story that, about a hundred and forty years ago. A retailer, one very savvy retailer, from Philadelphia PA, by the name of John Wanamaker, realized that his customers and his sales people were spending way too much of their time haggling over price. He came up with a creative solution to put clearly marked labels on every item in his stores. What do you know it before long his sales people stop wasting time; his customers had a better experience and profit soared soon enough.