Imagine my surprise when I went to the stand to get a ream or two of paper saw the $5.49/ream price then was hit with $6.99/ream I believe at the checkout counter. I was told the reason for not receiving the reduced price was because I wasn't using the app for the purchase. The "cost" was certainly bold enough on the stand but the requirement to use the app was well disguised. I find this advertising to be questionable at best and certainly annoying and frustrating. In the future I will be looking elsewhere for copy paper before checking Staples. As a side note I find the 96 brightness to be unnecessarily bright. It could be reduced to 92 or even 88 and still produce good results probably at a lower cost.