The folks at 99 Cents Only Stores were pretty cute on Monday with their price increase of 0.99 cents, but not everyone is signing on. “We were expecting more and are disappointed,” wrote analysts at Deutsche Bank. Others are more charitable (FTN Midwest Securities called the move "well played"). The stock fell 29 cents, although keep in mind that the overall market was down. Of course all the tiny price hike does is put off the inevitable day when they'll have to cross the 99.99 cents mark. "When it increases to $1.02 for all products, it’s not going to be all that exciting," posts David Gaffen at MarketBeat.