Why are companies fighting rules to eliminate hidden fees? Consider this case study from StubHub. In 2015, the company randomized 50% of their millions of customers to see the full price while shopping; the other 50% saw lower prices up front but were hit by added (junk) fees at checkout. The effect was enormous. Customers subject to the back-end fees spent 21% more money and were 14% more likely to make any purchase. Stubhub, which had started a transition to fully transparent pricing in 2014 in response to loads of customer complaints of hidden fees, reversed this policy and reinstated them after this A/B test. While customers hated the fees, many also (or maybe also some of the same) viewed StubHub's rivals that offered lower up front prices + back-end fees as cheaper. This shows the industry dilemna. Hiding the full price until the consumer has already invested time on the transaction is both profitable and a prisoners dilemna for any individual company with interest to be more transparent. Thus, government regulation is the only way to reverse the trend of less transparent pricing and companies will fight hard against it.