Those 'as seen on TV' commercials used to offer you a second whatever it is that you want to buy for free, but not anymore. Now you have to pay 'an additional fee.' In other words, you are getting a second item, by paying more.
I also like the ones where "you'd expect to pay $$" but instead you are offered "3 easy payments" that basically add up the same amount. And, of course, the separation of cost of the item but the additional "shipping
& handling." Why not, like any retail store, just include those costs in the prices? Some psychological manipulation, I guess.