I have known Sarah Maxwell for many years, before obtaining her Ph.D., and was known at the time for her innovative thinking in marketing and advertising. Now Sarah directs the same creativity to the field of fair pricing, a field she played an influential role in pioneering. As one of the world's foremost experts, she has written extensively on the topic of fair pricing, made countless conference presentations, and conducted many expert seminars. In the end, she sat in her seat for hours on end to share her deep thoughts and extensive knowledge on what makes a price look fair. Sarah provides a book full of examples of right and wrong pricing, data from her own research on fair pricing, and contributions from various relevant fields. Although the author carefully referred to her references, the book is not intended for academics alone, but is a book for the general public. It is a fast absorbing and thought provoking book. Sarah raises several unasked questions: Why is it fair for gas stations to charge nine-tenths of a cent more for a gallon of fuel? Why is it fair to pay for blood and not for body parts? Why is it fair to tip the bartender and not pay your mother-in-law to cook for you? She also explains why people object when Amazon charges new customers less than old customers, when Coca-Cola rolls out new soda machines that raise prices in the summer