[fortituded0002]

> pretty much everyone says they prefer the full price to be shown up front in search result pages. But, as someone who is privy to a ton of A/B testing in this area, the opposite nearly always results in higher conversion

That may be true, but those are measuring two separate things - customer desires and customer behavior. Just because it results in more sales doesn't actually mean the customer still wants that. I know I didn't when I rented a car recently but I was pretty much stuck when picking up the car at the airport. I would have definitely found another solution if I knew upfront how much the real cost was going to be.