i was walking through whole foods and it caught my eye on an endcap...it was with some other hats, but it was kinda unique. it didn't have a price, just a WF tag so i asked a lady with a scanner gun on the aisle if she could check the price. it scanned and didn't come up in their system. she said that usually meant new inventory or something. she put a "try me for free!" (or whatever WF uses for their promo items) sticker on it and told me to enjoy it.
so it was free....!