The other... EAK Ramen in NYC (small chain that landed here a couple of years ago out of LA so I'm sure it is financial engineering at work, not just an owner experimenting). They removed what used to be a standard part of the ramen that came with it ( egg, some toppings ) and started offering removed parts as "customize your own ramen! Add an egg for a $1! Add corn for a $1! Add X for a $1 ) as a way to raise prices by wrapping that into "customization". As if their customers are stupid and don't notice that the same ramen now costs not $14 but $18.