&gt;<i>But if more people buy the product in the fee at the end situation, doesn&#x27;t that mean that they really prefer a fee at the end?</i><p>Nope. Otherwise people should absolutely <i>love</i> my approach of forcing them to buy at gunpoint - perfect conversion rate!<p>Even if you assume that the data implies customers prefer the fee at the end, you&#x27;d also have to research <i>why</i> they do so - and solve the mystery of why your statistic suggests they prefer the fee at the end, yet direct user feedback suggests the opposite.<p>&gt;<i>It is just as irrational to not buy the product as to buy it in either scenario, since the price is the same.</i><p>That kind of rationality requires perfect information. But it is likely that the price <i>appears</i> lower in the fee-at-end-case, because that is the only effect that the change has - so perfect information is not given. As the price is in fact the same as you say, that would make fee-at-end the case with irrational behavior.<p>&gt;<i>You&#x27;re starting with the prior that buying stuff is bad and should be discouraged in general. This is quite arguable.</i><p>No, my premise is that buying stuff while you don&#x27;t know the price is bad, which I think is a commonly accepted sentiment.