Marketing and honesty (as if!)

I've seen a slew of ads on TV lately from various grocery companies, each to the tune of "in these tough times, we're going to be nice guys and lower our prices for you." Funny how none of them are put forth as "sure, we've been gouging you for months/years now, but we decided that we couldn't survive doing that anymore, so we're dropping prices a little to try and suck you back in to our stores." Gotta love spin... why just say "new lower prices" when you can try to sell it as something you're doing out of the goodness of your corporate heart?