Promoted and base price coefficient estimates increased when syndicated data more fully reflected FSP pricing. The increase in base elasticity was surprising. Our research showed both pricing coefficient estimates changed for the same reason: correlation with omitted FSP discounts. Base prices were high with unobserved FSP discounting, so it looked like sales increased despite higher base price. The model “compensated” with lower elasticity values. The business implication is that price elasticities are higher than earlier estimates with omitted FSP discounting.