Pricing tricks?

I was doing my daily time-wasting browsing around the internet when I came across MadWine - as you can guess, an online wine store. There are hundreds of them out there, so the finding itself wasn't that impressive. What actually impressed me is that I decided to click on their Montly Specials and then decided to get everything from $20-$40 and what do I see? US$ 19.99-priced wines! Finally a company that does not use those x.99 price tricks to make it feel like you are buying something cheaper than it actually is. Kudos for MadWine!