Growing up, I remember late-night television being broken up by commercials touting a series of interesting products, everything from a rod-and-reel contraption that would fit in your pocket to a special set of knives that would, apparently, slice through any substance in the known universe without ever being sharpened.

But unlike the commercials that ran during prime time, having made the pitch, the announcer lead viewers through a series of additional product extensions, generally with the admonition, "but wait, there's more …"

Even with all that buildup, as the commercial closed viewers were reminded of the features of the product, and then asked, "Now, how much would you pay?" as several possible prices were suggested, then crossed off before being informed of the actual price ("plus shipping and handling"). And then, to close the deal, viewers were frequently told that they could have a SECOND version of the product for the same price ("just pay shipping and handling").