1. A method, comprising: receiving primary transaction data relating to a primary transaction into an upsell determination unit, the primary transaction data including data representing a user and at least one specific item; generating, in the upsell determination unit, at least two scenarios under which to conduct a primary transaction and offering the user a choice between the at least two scenarios under which to conduct the primary transaction, wherein a first scenario provides that the user may conduct the primary transaction at a first cost to the user in exchange for the user receiving at least one offer of an upsell transaction, and wherein at least a second scenario provides that the user may conduct the primary transaction at a second cost to the user in exchange for receiving no offers of upsell transactions; conducting the at least one primary transaction, wherein the at least one primary transaction is within a definite number of permitted discrete primary transactions as defined by the user; and generating, in the upsell determination unit, an offer of the upsell transaction based on the primary transaction.