Small increases tend to feel personal, even when they are not. Customer: 'Has it gone up?' Staff: 'Five pence on the roll, ten on the latte.' Customer: 'That's cheeky.' Staff: 'Costs are up, that's all.' It is mundane, and that is precisely why it works, because routine carries people forward. A business faced with higher wages and energy bills will either raise the sticker price or quietly reduce the thing you came for. I would rather know the number and decide. If the rise is too much for someone, the sensible fight is about pay and living costs, not about humiliating the person at the till. Shouting at staff is just a cheap substitute for politics.