This is why I'm crushed.
We send out email newsletters with 'offers' on, this is an opt-in list before you start!
Obviously it's done on a template, at the bottom in the footer there's the usual garb about who we are, unsubscribing and how you pay. Within the how you pay section it tells you the methods and "All our prices exclude VAT unless otherwise stated."
Prospect: "Hi, can you tell me, does that £158.00 include VAT?"