How does Walmart stay profitable when they’re always announcing “rollbacks” on the prices of the stuff it sells? Judging by this photo, they do it by actually increasing the price.

Consumerist reader Joe sent in this shot his wife snapped at their local W-mart, where you can save a whopping -$1.03 off the original price.

While you’re at the Walmart, be sure to save another -$.97 with this twin pack of deodorant.

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