I look at most things the same way...define the price that you value the good/service, and then go find it. Sometimes you find out your price isn’t realistic and you change it. If you’re the consumer then you have to identify the value for yourself, that isn’t the responsibility of the provider. That said, you also may find that the value you’ve assigned only gets you a certain type of good/service, and you have to accept that. If I think the utility of a car should cost $25,000, I have to accept that I won’t be driving a BMW.