Ask any feminist about the gender pay gap. They’ll gladly remind you that women are living in the stone age and are supposedly being paid 66 cents to every man’s dollar.

For example, the 66<100 pop-up shop in New Orleans which opened Nov. 3. The Times Picayune did a glossy profile of the owner and the store, which is motivated by the gender pay gap.

Essentially, if you’re a man shopping at the 66<100 store, you will pay the full purchase price. But, if you’re a woman or a “female identifying customer” (as NOLA.com puts it), you will only pay 66 percent of the purchase price.

And the first sentence of the Times Picayune’s article states it as a fact that women in Louisiana earn 66 cents to every man’s dollar. No questions asked.

Except, the gender pay gap is a myth that has been perpetuated by journalists and the Left. Meanwhile, no serious economist takes the issue seriously.

In a CONSAD Research Corp report, the data clearly states the fact that the supposed “gender pay gap” where women earn 66 cents to every man’s dollar is simply the difference of all women and men working full-time.

That conveniently excludes all of the choices men and women make while working in the workforce. Like the fact that women tend to work more part-time jobs than men. And women tend to leave the workforce more often than men. And men and women choose vastly different occupations, despite efforts by feminists to get more women to work on oil rigs and chemical plants (only because it’s fair!).

The data is so obvious that even TIME Magazine pointed it out.

Even the Bureau of Labor and Statistics points out that there appears to be, on the surface, a wage gap between men and women, but that it only looks that way because wage data does “not control for many factors that can be significant in explaining earnings differences.” Those factors include hours worked. Men work significantly longer hours than women, according to the BLS.

Another economist pointed out that women are far more likely to choose majors in college that significantly pay less than majors that men choose. Of the ten lowest-paying majors in college, only one of them is majority male. Of the ten highest-paying majors in college, one one is majority female.

When it comes to these “gender pay gap” reports from NOW and every other feminist group, all of this data is not mentioned, giving the illusion that women are suffering every day doing the same work as men.

The issue only gets worse when it is perpetuated by the media, like the Times Picayune, and feminists who continue to preach about the gender wage gap while ignoring the facts.

Honestly, though, if you’re a man that wants to buy something at New Orleans’ 66<100 pop-up shop, just tell them you identify as a woman. Leftists wouldn’t dare deny a natural-born-male-identifying-as-a-female a cheaper price.