Many people are saying just make the gratutity - or whatever any cruiseline chooses to call it - part of the price. California's new 'Honest Pricing Law' will have a profound impact how cruise lines market in the US. The law, which takes effect July 1, makes it illegal for businesses, including cruise lines operating in the state, to advertise or list a price that doesn't include all fees and charges. Since advertising goes national, this may mean that we will soon all see bottomline pricing for cruises.