The Pennsylvania Supreme Court's recent decision in Gregg v. Ameriprise Financial holds vendors that provide goods and services to consumers in the commonwealth of Pennsylvania strictly liable for fraudulent or deceitful conduct under the Pennsylvania Unfair Trade Practices and Consumer Protection Law (PUTPCPL). As a result, a vendor's state of mind—and that of its employees—when engaging consumers is irrelevant. The imposition of strict liability requires vendors to exercise the utmost care in their dealings with Pennsylvania consumers, particularly since a successful plaintiff can recover attorney fees and treble damages under the PUTPCPL.