http://images1.bingocardcreator.com/blog-images/hn/deep-disc...
would kill both the A/B tested options. Bringing in people's psychological need to be above average is great, but I might do that by putting a nice 37Signals style yellow highlight on one of the expensive options (for some value of expensive which would pay for more than a Big Mac) and say "24% of people went for this"