The 99 cents Only Stores are being sued because despite their name they have raised their prices .99 of a cent. This way they could keep the 99 cents in the name with reasonable accuracy. That is not good enough for some, however, who feel that given their name of 99 cents since they are now essentially charging a dollar per item, puts many at a disadvantage. For example older people and lower income families who they say now feel duped. In reply the company said that the increase was well publicized. How well, may be subjective, but it was publicized. Which all leaves one to wonder if lower income families and older people can actually be so easily taken in? If not then the whole case affronts their intelligence. If so, then those who filed the lawsuit ought to look for a cause with more substantive rewards. Either way, it does make one question the meaning of a frivolous lawsuit.