It's called supply and demand...and in America, our economy (and people's pockets

) are so well off, at least for now, that if you see something you like, you can afford, you'll buy it.
I mean, people KNOW you can always price check other stores, but it's called demand. If they can get it right there and then, if they really want it fast, they will pay for it. In many cases, they aren't stoopid - they know what they are doing.
Think back to your past - I'm sure they may have been times where you saw a jacket, pants, or etc., knew that you could first go price checking at numerous stores, but you took it anyway because you wanted it there and then, even if it was a little more expensive.
Hell, as if we videogamers don't pay too much already for $50 a game. In a few months, most of those games could easily be found for lower than half (Greatest Hits, Player's Choice, Platinums).
I admit it - I once paid $60 right on the spot for a SNES Dragonball Z game with the convertor because I wanted right there and then, eventhough I knew I could've gotten it for less than $50 on Ebay.