I imagine that if a consumer sees a product at Target, they have an idea that the product might be cheaper somewhere else. However, do consumers have an idea that if they seen an in-app purchase that the exact same thing might actually be on sale somewhere else and that it has a different price?

If the app says that "One year HEY subscription" is $142 and the app is from HEY itself, what reason is there to believe that it's not just the plain old price of HEY?