According to the experts (including Kathy Sierra), companies should help customers confront their fears. The Swashbuckler has been saying this all along. In fact, he'd like to take it up a notch. He'd like to dare you, yes, DARE YOU to confront a salesman today.
Walk into a big box store. Find something you want to buy. Look the price up on mShopper. If there's a difference (and there will be), go up to a salesperson and ASK HIM TO BEAT THE PRICE.
Scared? The Swashbuckler eats high prices for breakfast. He lives to confront salespeople in the store. Try it. What's the worst thing that will happen? (Hint: the salesperson will not punch you in the face.) Either the salesperson will kindly match your price, or you'll go ahead and buy it through mShopper. Either way, you win. You'll feel like a whole new person. mProved. mBoldened. mPowered.
[Editor's Note: If the salesperson bears any resemblance to Basil Rathbone, you're on your own. We suggest that unless you're a trained professional, you back away slowly.]