Feb 20th 2011 11:09PM Has anyone tried to reconcile these kinds of markups with the so called 2.5% profit supermarkets try to get you to believe they make? I say anyone who believes business makes a small profit(such as the car sold at "invoice pricing" or grocery stores making 2..5% profit) has never run a business! For the businesses I have run, profits are usually one third of the selling price, with some running to 90% of selling price. Don't bother asking me what they are, but I would be interested in how you reconcile this anomalie. The "lie" is intentional.