by way of a “mechanism,” the “[djecisions of the [mjechanism shall not be legally binding.” 16 C.F.R. § 703.5(j)- At the same time, the FTC ban is far from sweeping. The regulations define a “mechanism” as “an informal dispute settlement procedure which is incorporated into the terms of a written warranty.” Id. § 703.1(e). In other words, the FTC ban applies only to dispute settlement procedures included in a “written warranty.”
The FTC regulations specifically define the term “written warranty” as:
(1) Any written affirmation of fact or written promise made in connection with the sale of a consumer product by a supplier to a buyer which relates to the nature of the material or workmanship and affirms or promises that such material or workmanship is defect free or will meet a specified level of performance over a specified period of time, or Any undertaking in writing in connection with the sale by a supplier of a consumer product to refund, repair, replace, or take other remedial action with respect to such product in the event that such product fails to meet the specifications set forth in the undertaking, which written affirmation, promise or undertaking becomes part of the basis of the bargain between a supplier and a buyer for purposes other than resale of such product.
Id. § 703.1(c) (emphasis added). Thus, as the definition makes plain, for purposes of the FTC regulations, a “written warranty” must implicate a “sale.” A promise — even a written promise — does not constitute a “written warranty” under the regulations if it is not made “in connection with a sale” or is not “part of the basis of the bargain between a supplier and a buyer.” See id.
Here, the promise that RAC made to the Seneys was not “in connection with a sale.” The Uniform Commercial Code specifies that a “sale” consists of “the passing of title from the seller to the buyer for a price.” U.C.C. § 2-106(1) (1977). In its • contract with the Seneys, RAC did not pass title to them. Rather, RAC expressly retained title to the bed unless and until the Seneys purchased the bed or renewed their lease for six months. The Seneys did not exercise either of these options, and thus title remained with RAC.
For the same reasons, the Seneys do not constitute “buyers” of the bed. As the Seventh Circuit has noted, a plaintiff cannot purport to be a “buyer” before title has passed to him. See Voelker v. Porsche Cars N.A., Inc., 353 F.3d 516, 523 (7th Cir.2003). That a plaintiff holds a purchase option does not alter the analysis. Until a plaintiff exercises his option, he remains an option-holder, not a buyer. See id. Here, again, the Seneys never exercised their option. At the time of suit, RAC — not the Seneys — held title to the bed, and nothing in the record suggests that the Seneys subsequently took title.
A different result might obtain if the lease of the bed were the “economic equivalent” of a sale. See Henderson v. Benson-Hartman Motors, Inc., 33 Pa. D. & C.3d 6, 24-26 (Pa.Ct.Com.Pl.1983). This is so because a court might then conclude that there is no economic difference between a lease and a sale when, for instance, a lessee pays an amount in rent equal to the full purchase price of the item, including interest. See J.L. Teel Co. v. Houston United Sales, Inc., 491 So.2d 851, 858-59 (Miss.1986); Sawyer v. Pioneer Leasing Corp., 244 Ark. 943, 428 S.W.2d 46, 53-54 (1968); U.C.C. § 1-203. In that circumstance, the transaction is effectively the same as a sale in which a buyer purchases an item but pays for it over time. Of course, with a lease, title remains with the lessor, while with a sale, the buyer acquires ownership. But this difference has not prevented some courts from apply