Shopper’s Dilemma

Quartz: Everlane, an online clothing company, is letting customers choose which of three prices they want to pay. In each case, the cheapest price covers just the cost of producing the item and shipping it, and doesn’t factor in any of the overhead costs of Everlane’s 70-person staff. The middle price covers all costs, including staff, meaning Everlane breaks even. And the highest price covers all costs while giving Everlane a profit, which the company says allows it “to invest in growth.” So here’s the moral dilemma: If Everlane has what you want, which price will you choose to pay?

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