The product does what it declares. It hides the prices and it hides the "Add to Cart" button (ie. features which I used) on the display. I am free to add my own HTML instead of the "Price label text" what enables me to create my own customized buttons. The support was friendly and helped my needs promptly. Hiding the prices and the Add to Cart button is the feature which is useful in the case of any retailer, regardless of his experience, when he has products which cannot be simply purchased by Add to Cart button procedure (eg. expensive, complex nature, B2B etc.) In the case of hidden price I would consider hiding them not only on the display (by CSS function), but perhaps even from the HTML values and product metatags. Of course, you can fill any artificial value in your catalog, but the SEO can be confused then. But there can be other scenarios when you do not wish to display the price to the human viewer, though you want to leave it readable for bots etc... It depends. The most versatile option would be to have the ability to hide the price a) from display, b) completely.