In 1960, our Legislature enacted the Consumer Fraud Act (now N.J.S.A. 56:8-1 to 227) to address an epidemic of consumer complaints about fraudulent practices by merchants. Furst v. Einstein Moomjy, 182 N.J. 1, 11 (2004). Among those unlawful practices is the advertisement and use of a "fictitious former price" at which an item was never offered or sold. N.J.A.C. 13:45A-9.6(a). The CFA initially only conferred enforcement power on the attorney general. A decade later it was amended to add a powerful private right of action to a consumer who "suffers an ascertainable loss of moneys or property" as the result of an unlawful practice. N.J.A.C. 56:8-19. The private action permits the consumer to recover treble damages, reasonable attorney fees and costs.