I read something about WoW's rest XP system some time ago which is somewhat the same psychological trick. If you (or anyone else) don't know, Rest XP is a bonus you accumulate when you're logged off, and it gives you double XP. Originally, the bonus was "You get full XP until you gain x amount of XP, then you're XP gain is halved to 50%", and people whined that they were being punished for playing the game a lot. So the designer changed it to "You get double XP until you gain x amount of XP, then you're XP gain is halved to 100%, and the amount of XP to level up was doubled to keep the progression constant. Just this simple presentation change made people go from feeling punished to thinking they're being rewarded despite the fact that it works exactly the same as the original system.
Well, I guess it's not really the same trick, but it shows how important presentation is. As a seller, I could say "This 45 inch TV was $2500, but I'm gonna give you a deal and drop it to $1750" when my intention was to sell it at $1750 in the first place. Customers go "Oh, well I wasn't in the market for a new TV, but that discount is massive and I'd be an idiot to not jump on it!", letting the big red discount sign distract them from responsible spending and taking the final price at face value ("Even if it's a huge 30% off I can't afford to buy a new TV right now").