I come from California, so Giant Eagle is basically like Safeway. You have to have their advantage card or whatever to actually get the sales. And so these over-the-top sales advertisements are an extremely effective way of getting customers to get their advantage card (I have one now). It's free and basically ESSENTIAL for you not to get ripped off while shopping for food to survive. ARGH. But...incidentally, my roommate and I won't be in town next weekend, so we had to stock up. I did buy 5 blocks of cheese because of the sale... They saw right through me.