Why won't low-price leaders Costco or Sam's Club "admit" it when they take a markdown on an item? I'm not talking about a seasonal item such as a fresh holiday floral arrangement on December 26 or even a Costco item that can be purchased for less with a coupon.

I'm talking about an Ooma VoIP phone system that Costco featured in its December coupon book for $230 (including shipping), regularly $260. But now it's only $200 and Costco doen't even mention the new, additional discount.

If the phone works, it's a great idea--you can get rid of your Qwest landline and not have to pay a monthly fee. Heck, you can even get rid of your monthly bill from Comcast if you're renting their digital phone.

The online ratings for the phone are fairly high at Costco's site, but I'm not so sure about my ability to hook it up properly. That's why I buy from Costco--I know I can return it for any reason, no 90 day time limit.

But I digress. Why don't warehouse clubs advertise new markdowns when they take them? I suspect that some customers would think it dilutes the appearance of rock bottom prices. "How can the lowest price go lower?"

Anyone else bought something "on sale" at a warehouse club? And doncha love it when that happens?