The article discusses how retailers can manipulate consumers into making purchases by offering limited availability sales on one product (the bargain) and charging a high price on another (the rip-off). This strategy takes advantage of consumers' fear of missing out and desire to avoid disappointment. By offering a tempting discount on a product with limited supply, retailers can increase profits by getting consumers to buy the more expensive item if the bargain is not available. This approach is effective in influencing consumer behavior and maximizing profits for the seller.