Last Thursday I had lunch with Rochelle Lewis at the trendy and tasty Border Grill in Santa Monica.

They have a pretty ingenious lunch special going on. For $10 you get a green tamale appetizer, an pre-selected entree special that changes each day and a soda. Seems like a pretty good deal. The trick is you have to eat at the bar and no substitutions are allowed.

Drawn in by the great bargain, we decided to eat in the dining room and order off the full menu. Though the restaurant's prices are reasonable we both spent well over $10. And that, my friends, is called marketing.