On The Crest Of Value

We haven't heard from Field Correspondent Shu in a while.  Let's go to him now.

The new economy has required creativity in marketing and Crest and Kroger are at the forefront. Novice shoppers might believe they're getting a deal by purchasing two single tubes of toothpaste at $2.79 each or $5.58 total. But experienced shoppers will see through the facade and for just an additional one dollar and one penny, they'll go for the VALUE 2 PACK.

16.95 Proof Cola

I was given this receipt after having lunch a couple weeks ago.  Click the picture to enbiggen.

If I may draw you attention to the line just below "Subtotal".  Am I'm subsidizing someone's Pepsi habit (I drank water with lunch)?