A company’s decision to add a new charge has sparked a fresh look at pricing honesty, as Dame CEO Alexandra Fine said the move was about customer clarity. In an interview with FOX Business, Fine explained the fee was presented the way it was to keep buyers informed. The comment arrives amid public frustration over add-on costs and ongoing calls for cleaner, upfront pricing across retail and services.
A charge framed as transparency
Fine addressed the reason for the new line item and how it appears at checkout. She emphasized that the fee was not hidden and that customers could see it before paying. That choice, she said, was guided by a desire to be clear rather than roll costs into a higher list price.
“We wanted to be transparent with customers.”
The company’s approach highlights a dilemma many brands face. Businesses must cover higher operating expenses, yet buyers are wary of unexpected charges. Itemizing can inform shoppers. It can also invite scrutiny if the purpose of a fee is unclear.
The wider debate over fees and trust
Consumers have grown more sensitive to extra line items, from service fees to handling charges. Many say they want total prices shown upfront, not revealed late in the checkout flow. That tension has fed a national discussion about so-called “junk fees.” While not new, the practice has drawn louder criticism as budgets tighten and online checkout becomes more complex.
Advocates of itemization argue it helps shoppers see what they are paying for. Critics say fees can fragment the true cost and make comparisons harder. The split often depends on whether the fee is optional, whether it funds a specific service, and how early it appears in the purchase process.
What transparency looks like at checkout
Clear price displays give customers the full cost before they commit. That includes taxes, shipping, and any surcharges. When companies add a new fee, plain language can help. So can consistent placement of the fee across web, app, and in-store receipts.
Experts say the wording and timing matter. If a charge appears at the last step, buyers feel misled. If it is shown early with a short explanation, they can decide with less frustration. Fine’s comment suggests Dame chose visibility over burying the expense in base prices.
Industry and legal backdrop
Across retail and services, pricing is facing tighter scrutiny. Regulators and lawmakers have urged firms to present “all-in” totals earlier in the process. The goal is to reduce surprise fees that leave buyers feeling tricked. While rules vary by sector and jurisdiction, the direction is clear: make totals easier to understand and compare.
Companies are testing different approaches in response. Some fold fees into a single price. Others keep line items but expand explanations. The choice can affect customer trust, cart abandonment, and brand loyalty. Firms that sell online must also consider how third-party platforms display totals, which can limit what shoppers see until late in the flow.
Signals for consumers to watch
Shoppers can protect themselves by scanning for full costs and taking screenshots before checkout. Simple habits can prevent confusion and help compare offers across brands.
- Look for a total price early in the process, not just a base price.
- Check whether fees are optional or tied to a specific service.
- Read short explanations next to line items to see what they fund.
- Compare final totals across sellers, not only listed prices.
If a charge lacks a clear description, buyers can seek clarification or choose a different seller. Transparent wording signals intent and can sustain trust even when costs rise.
Fine’s statement places Dame on the side of visible itemization. The approach could appeal to shoppers who value clarity, while risking pushback from those who prefer an all-in price. As pressure grows for cleaner disclosures, more brands may move to show complete totals sooner and explain any surcharges in plain terms.
The core takeaway is simple. How a fee is presented can matter as much as the fee itself. Expect continued debate over line-item charges, stronger guidance on clear totals, and closer attention from shoppers who want the whole price first.
