Unit pricing for fabric is not new, it is not underhanded, it is not a marketing 'fool the customer' trick nor a rip off nor a marketing technique to get the buyer thinking they are getting a good deal and it is certainly not a fabric virus.
The reason for it was explained clearly and with precision by QKO in another thread recently. It is a function of the shopping cart software that online websites use. No one is out to get you, trick you, dupe you or scam you. Merchants are not that stupid and they certainly don't think their customers are either!
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