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People talk about millennials and their "Avacado Toast", but as a millennial who grew up during the Recession, I think we're much more price-conscious as a group than people give us credit for. When we go to a website, we look at what we want and we look at the price. If we can't quickly see a path-to-purchase (both logistically and from a budgetary standpoint) then we'll leave and check somewhere else.