PJ Budler and I take on an industry taboo: the marketing tricks that have become standard at cattle sales, from “rafter bids” and hidden reserves to manipulated photos and misleading EPD data. I explain why PCC® built its Cowboy Auction as a no-games alternative where we start at the real price, go up, and let the bull go unsold if it doesn’t sell.

PJ also questions whether Certified Angus Beef can trade on a breed’s name when qualifying cattle may carry little real Angus influence. We wrap up with a quick discussion about PCC’s Price Rollback Sale, which drops $500 a day until a bull sells.