Black Friday discounts may be 'carefully engineered illusion'

That hypothetical red cardigan sweater on sale for more than 40 percent off at $39.99 never was intended to sell at its $68 starting price; the discount was built in.

But buyers don't seem to mind, says The Wall Street Journal.

They want "the feeling of the deal," the paper says.

"The manufactured nature of most discounts raises questions about the wisdom of standing in line for the promotional frenzy that kicks off the holiday shopping season," says the WSJ.