The Surprising Financial Power of Coupons

There's an article in the Wall Street Journal today about the surprising financial power of the lowly coupon.  You can read it HERE.  It says in part:

"At first blush you can see why coupons fell out of fashion for so long–and why so many consumers still ignore them. ... You need to sort through to find the ones you want, cut them out, stick them in your purse or wallet–and remember to use them when you are at the cash register.... Average saving per coupon: Just $1.44, according to the Inmar report... Let's assume you spend a minute per coupon. Saving $1.44 for a minute's effort is the equivalent of saving $14.40 for 10 minutes'. Hourly rate: $86.40.... Furthermore, money saved comes with an additional benefit. Unlike the money you earn at work, it is tax free. No payroll taxes. No federal or state income tax. If your marginal tax rate were, say, 20 percent, you would have to earn $108 before tax to take home $86.40. If your marginal tax rate were 30 percent, you'd have to earn $123."