Why nine is magic number for consumers

(PARIS) Retailers' belief that customers like a price ending in a nine rather than a rounded-up zero - 199.99 instead of 200.00, for instance - has been borne out by scientific research on a restaurant menu.

Source: http://business-times.asiaone.com/mnt/html/btpre/registration/redirect.jsp?dlink=/sub/news/story/0,4574,289102,00.html?