The champion was shown one more piece of merchandise, followed by the initial letters of a five- or six-word phrase pertaining to it. For example, if the item was a home blood pressure monitor, the letters might be "B-I-T-T-W." If the champion could immediately solve the phrase (here, "Blood Is Thicker Than Water"), its value was set at $2,000. If not, the value was cut in half, one additional letter was filled in on each word, and the champion could offer a new guess. This process continued until the champion solved the phrase.