This is true for so many things.
Free shipping? That business didn't somehow solve labor and fuel costs - they're just buried in the price of the products (and why they want you to spend a minimum)
No difference in price between card and cash? It's because the 2% Visa fee is baked into the price. But hey, the price is the same and you get 1% back in "points" so definitely best to keep using the card. Very classic prisoners dilemma.
"Free checked bag" on your flight? Guess what...
Ive also noticed this with new EV buyers who are shit at budgeting. "Why is my electricity bill $300!?!?" Well sweety you were spending $60/wk on gas +$120/mo on electricity beforehand, but that was several smaller bills soooo...
People are just really bad at processing long-term information.