This is a really important but implicit distinction between price and value. For convenience sake we label things a certain price to communicate their relative value, but that sells things short because it doesn’t account for the very complex nature of our decision making processes. As people we actually prefer to transact with value because it feels more equitable. There’s no one better in the world to make this distinction than the author of the incredible book “The Go Giver”, Bob Burg.
As it is with many things in life, creating, receiving, and evaluating value is an empathetic process. It requires self-awareness to know how your life history allows you to draw certain conclusions, and understand how someone else may perceive the transaction and value built into it differently.