We investigate neobrokerage traders' preferences for low nominal prices. We hypothesize that innovations such as zero-cost commission and corporate news alerts amplify nominal price illusion biases. We find supportive evidence for a more powerful response than documented in the literature for regular exchanges, using exogenous interventions of stock splits on Robinhood. Surprisingly, one innovation changes everything: the introduction of fractional shares. It eliminates previously amplified effects, while short-term herding behavior based on company news and momentum remains. Our findings primarily support the trading constraints hypothesis over the cognitive bias hypothesis to explain the nominal price illusion.