Dominick's felt compelled to plaster UNBELIEVABLE PRICE signs all over their display of fresh soups. $3.99 for a medium sized container of soup is not unbelievable by any standard. It is neither unbelievably cheap nor unbelievably expensive. The only thing remotely unbelievable is the sign's claim.
I did have a hard time believing there is a book called The Idiot's Guide to Awakening Your Spirituality. You can buy said book at the checkout counter at Dominick's. It's true, you idiot! As a philosophical priniciple, I don't read The Idiot's series, but I hope the number one suggestion for awakening one's spirituality is to stop referring to oneself as an idiot.