Why do so many clothing store dressing rooms use harsh fluorescent lights? I would think that more flattering light would make customers look better in the clothing they're trying on, which would translate into higher sales.

Any theories?

My only guess is the obvious -- that the difference in cost between cheaper fluorescent lights and more expensive "warmer" lighting more than offsets any increase in clothing sales that would come with the latter.

But that doesn't seem right. I can't see "soft" light being that much more expensive.