How do you price something like this? If you’re selling a product people are familiar with – a fizzy drink, a car, a house –then it’s straightforward. You look at the price everybody else is charging and charge a little bit more or a little bit less depending on whether your product is better or worse than the competition. You know that your customers will look around at similar products in the same category to decide if they’re being charged a fair amount or not.
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