In accordance with some embodiments of the present invention, a controller receives an indication of acceptance by a customer of an offer for a subsidy from a second vendor (e.g., a subsidizing vendor). The offer may define, for example, a reduction in the price charged for an item purchased from a first vendor and an obligation for the customer to fulfill in exchange for the subsidy. The customer is charged a second price for the items, which is less than the total price, and may even be zero.