We just got a call from someone who found us by searching the Internet. She went looking for us because she was shocked (as were we) that a wedding store wanted to charge her $100 for a full-zip embroidered sweatshirt. (“And it was nothing special. Just an ordinary sweatshirt and plain text.”)
Our price for the same thing was around $32.
In this case it paid for her to get a second opinion!
She did business with us instead. She ended up still spending $100, but she got four embroidered t-shirts for the bridesmaids and maid of honor along with the embroidered hoodie she wanted.