A method of offering a user a plurality of scenarios under which to conduct at least one primary transaction involving at least one specific item, the specific item being one of goods and services, with each one of these scenarios entailing a corresponding cost to the user. The method can include at least the following. Communication is established via a communications device between the user and a system to facilitate the primary transaction. Primary transaction data is obtained relating to the primary transaction, with the primary transaction data including data representing an identity of the user and representing the at least one specific item. The user is offered a choice between at least two scenarios under which to conduct the primary transaction, with a first scenario providing that the user may conduct the primary transaction, or another transaction, at a first cost to the user in exchange for the user receiving at least one offer of an upsell transaction. This first cost may entail a no-fee option or a reduced-fee option. At least a second scenario provides that the user may conduct the primary transaction, or another transaction, at a second cost to the user in exchange for receiving no offers of upsell transactions. The second cost may entail a full-fee option. Finally, the at least one primary transaction is conducted according to the scenario in effect for the primary transaction.