I usually but the off brand and save myself the trouble

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You must be the change you want to see in the world ~ Gandhi

Same with rebates. Most people don't send them in.

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"And the state of his bathroom -- I'm not one to gossip, but there are things crusted on his sink that have not simply developed intelligent life but have in all probability by now evolved their own political systems." Cain describes Abel in in SANDMAN #70

I think coupons are a great way to make sure people look at the ads for new products and to remind them about existing products. If my newspaper put a full section of ads for grocery items (not the store ads, but product ads) without coupons it would probably go right in to the trash, and if they were ads mixed in with the articles I would probably ignore them. By adding coupons to the ads, they are guaranteeing that some people will sit and look through the whole insert.