The price of everything has become too expensive. As retailers feel they need to cater to the lowest common denominator, you are held prisoner in artificially antiseptic environments, customer service is a mockery of intelligent discussion and basic common sense, and yet somehow we now live in a consumer-driven economy. This presentation attempts to provide an understanding of how you can fight back - how to understand what you are really seeing when you walk into a supermarket, a "big box" mass merchant retailer, or even a local mall. It will also address "coupons," how you can read the barcodes with the naked eye and decipher them, and how you may use them to get nearly anything for free, or almost free.