> That's been debunked. Every consumer just auto-rounds in their head.

Has it?

I'm searching around and not coming up with much that says that's the case.

On the other hand, here are some recent-ish links that suggest it still works:

- https://www.rd.com/article/why-prices-end-in-99/

- https://capitaloneshopping.com/research/pricing-psychology-s...

This one suggests it depends on the consumer, with "highly numerate" consumers being less likely to think the price is lower (but presumably also less common in the customer pool):

- https://business.missouri.edu/about/news/99-ending-prices-ar...

Edit: searching for "charm pricing" specifically suggests it does work, but I suppose maybe there's some bias on the context in which people use that term.