Its a marketing ploy - Publix and WinDixie both do it. You really have to be a smart consumer and do the math and decide if its worthwhile. Sometimes it is, depending on the item. I've been shopping at Walmart for some things like cereal, english muffins, etc., which are always cheaper than the everyday prices at Publix and WD. And they now carry a good selection of organic vegetables which are cheaper too.
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