Salon recently featured a piece on a hactivist network’s siteRe-Code.com : Re-Code Your Own Price for food, electronics, software, movies, music, and more!. The admittedly critical hacking idea is simple: punch in any UPC code into their website, push a button, and out comes a brand new barcode that you can use to set your own price. Just paste the new code over the old one at the store, ring it up, and pay a dollar instead of five. The site looks and feels like Priceline.com and is clearly stated as being satirical. Yet, the site does ask us to think about how prices are set, how stores raise and lower prices with coupons, giveaways, and sales, and what role brands have in the maintenance and administration of product pricepoints.