Best Buy DVDs

Just got back from a quick trip to Best Buy. While there, I noticed that they seem to have “seasonally adjusted” the prices on their DVDs. Previously, they had a lot of them going for $9.99, a lot of them going to $14.99, and most of the rest somewhere above.

Now it appears that they have changed a lot of the $9.99 to $10.99 and a lot of the $14.99 to $16.99. I’m not blaming them, or anything. But why does $10.99 seem like so much more than $9.99?