I think in many cases, companies want to keep it because it makes comparison-shopping by price more difficult. There may also be some psychological trickery wherein customers are more likely to accept a higher price after they've started the purchase process.
> There may also be some psychological trickery wherein customers are more likely to accept a higher price after they've started the purchase process.
At least for me, I get very incensed when merchants pull those tricks on me, to the point that I abandon carts on the last stage and start comparing prices everywhere else.
Price changed at the last minute? The seller is being dishonest.
