there was lot of talk at time when amazon did interview on "60 minutes," said this was coming, bruce terkel. >> i was here with him. melissa: it is pr stunt. he didn't believe that was real. >> i think now you start to see maybe that was a pr stunt but it is possible. that people will go into research doing. say you want a company to start up, we'll help you make sure crops are doing well. there is, lot cheaper options. melissa: todd, thank you so much. good stuff. >>> coming up, just thank the polar vortex. power prices hitting multiyear highs. of course all because of big, bad, mother nature. stick around to hear how bad or how good this could get for some folks trading the weather. >>> plus ups is falling in love with propane. a thousand propane fueled trucks joining the fleet. it is raises some eyebrows. more morn any coming right up. for over a decade millions have raised their hand for the proven relief of the purple pill. and that relief could be in your hand. for many, nexium helps relieve heartburn symptoms from acid reflux disease. find out how you can save at purplepill.com. ther

let's bring in scott martin, and bruce terkel. mt. mccaul is back with us as well. -- mat mccall.his is the other big story. elon musk, the man, the myth, the legend, it's a lot. >> it's a lot. the guy's a rock star though, melissa. there is a couple things going on here. one he is a visionary, he is a fire starter, no pun intend and and inspirer. meaning that he comes out with ideas. yes, it is a lot of boom, bust type of things that go on with companies that he starts. look at 08. tesla was hemorrhaging money. looked like it would shut down. he admitted himself he it would fail. melissa: melissa: he was broke. >> speaking of broke he put a lot of his own money in his ideas. he puts a lot of his own money where his mouth is. the stock, the stock market loves guys like this. they love visionary. with twice that come out with crazy ideas, that one of them might work makes the stock go nuts. that is what you're seeing with tesla. melissa: bruce, the danger of this, the guy that turned everybody's little boy's dream to reality, fast cars and rocket ships n america we love to build up

we have bruce terkel a marketing expert. markets out there, just like you my friend. you think we'll fall for anything. what do you think consumers really want? do they want every day low pricing or want a pricing on sales day? >> we see enough situation that prove they don't want every day low pricing. they want to feel like they're getting something special. they feel like they're smarter, done more research, have more information. nobody wants to feel like a rube. nobody wants to feel like a patsy. they all want to feel like they scored. thrill of the hunt is what they're looking for. gerri: i see you cite as a example. jcpenney. >> absolutely. gerri: those guys had big sales and bargains. they got rid of it and every day low pricing and things didn't go so well. >> that somebody say are right. people were excited about what they knew. they had inside track. saved the flyers. remember that customer had been trained to look for something special. all of sudden jcpenney came out we'll give you everyday low pricing that suggested one of two things. either we've been r