Price-on-application is used where it is impractical to provide a listed price because of other factors that would affect the price. For example, the price for a hair-dresser to blow dry someone's hair would depend on a number of factors such as the length, thickness and quantity of hair. Since a single price cannot reasonably be given the price is POA.
POA can also indicate that the seller lacks the resources to maintain an up to date public price list.
Here, POA is used a sales ploy. Had a customer been aware of the price then they might not have made an approach, and the rational goes that once someone has made an enquiry they are less likely to go elsewhere.
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