Value is not the same as price
Price is obvious. It can be seen at a glance from miles away. But value? Not so.
Value is more subtle and often needs to be experienced to be understood. Price is the same to everybody, but value is different for everyone. Price only becomes the decider when value isn’t obvious! Low price is the default position for those who don’t have the know-how or the guts to demonstrate value.
The sweetness of great service and results is remembered long after price is forgotten.