I guess it works because everyone seems to be using it.
What's funny to me is those who use it when selling to the IM market.
Maybe I've been on the Warrior Forum too long and I think that everyone in this niche is as knowledgeable as Warriors are - but do people really think it's a live chat? If not, aren't they a bit turned off by the outright lie?
Also, do you find it offensive that you were about to be a 'sucker' and pay the full price, only to find out that the 'real price' appears when you leave the page?