Sale! its an illusion

The way i see it, how do we know Sale is realy a Sale ? how do we know that the price the iterm is sold with is not the original price? the said original price is a rip off?
For those who buy it at the First "original Price" well they loose money...sad, psychology is complex, however... buy things on sale because that what it costs from the start, especially clothes its not like they would expire if not sold...what the point of spending $40 when its still gona go down to $7,7.... i have a personal problem with this word Sale...and again i think there should be a Sale of Sale...