On the way to a recent barbecue, I dropped by a local gourmet market to pick up ingredients to make my famous Korean-style ribs. While the butcher was initially thrilled with my unexpectedly large 30 pound order, his mood soured when I asked him to thinly slice the ribs “flanken style” (cut parallel to the ribs). After 20 minutes of intense slicing (and several reminders to “slice it thinner”), the meat was ornately packaged and ready to go. Then, out of curiosity – let’s call it “research” – I asked if I was entitled to a volume discount since I was buying so much. Without giving it a second thought, the butcher chopped the per pound price from $8 to $6. As a consumer I appreciated the $60 savings—but as a consultant who helps businesses optimize their pricing, I wondered if the butcher realized how much of the store’s operating profit margin disappeared due to his hastily-considered discount.