Frucall

As if it weren't already hard enough for brick and mortar retailers to compete with online merchants, now comes Frucall (for "Frugal Call", I assume). Call 888-DO-FRUCALL (888-363-7822, since the last 2 "l's" are superfluous) and enter a product's ISBN, UPC, or bar code number to get competitors' prices. Or if you're a texter like I am, then you can send one to FRU11 (37811).

I don't know how I feel about the ethics of this, but it is probably just a reality of the modern marketplace. I know that I can only try shoes and sunglasses on in a store, and if I don't buy stuff from those stores, then someday I won't be able to try things on in stores. Makes you think...