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.