I want to second this view--simple transparency and being upfront about pricing sets the tone for an entire ongoing relationship, and is even critical to beginning one. I have a 99 percent rejection rate of every website that doesn't put pricing up front, along with a customer service phone number. If I have to click more than once for pricing, and if that phone isn't on the landing page, the entire product goes straight into the ether. Ignoring these basics is a fundamental lack of respect for my time and attention as a customer, and I won't have it. I know this view is pervasive, yet dark patterns persist.