But by making the "23%" an inclusive part of the price, all you see is the post tax price. Unless they recreated all of the cash registers to say "sale price $1.30, tax paid $0.30". If it just says "sale price $1.30", then the tax paid is concealed. And eventually large numbers of people will forget about it. While a sales tax says "sale price $1, tax $0.30, total $1.30". That makes it explicitly clear how much tax you pay. So to all appearances the fair tax people are in fact trying to conceal how much is going to be charged.