I agree with tjkraz re: $99 or $99.99. The psychological impact of reaching the three-digit mark ($100) might very well be a bit too imposing for some. Classic sales psychology. That's why gas prices, car prices, etc., are all listed with a "9" ending. "Am I really paying $2.00/gallon to fill my gas tank? Why, no: It clearly says '$1.99/gallon' on the pump...."