When we last left Rick’s $1.99 Cleaners back in September ‘08, they’d had to change their name after they raised their price from $1.99 to $2.09. Inflationary pressures have declined since then on account of the deep recession. So imagine my surprise when I drove by the other day and saw that they’ve changed their name again, this time to Rick’s $2.39 Cleaners! The moral of the story is don’t name your business for something that changes as often as your prices.