You pay the price, but you get value`. Sometimes customers know they want a feature but don't use it. This is often due to a "value problem", where customers perceive that using your product doesn't provide enough benefits to justify the time and focus required. To solve this, strong positioning is needed, which involves framing your offering in terms of how it addresses customers' needs and desires, rather than just listing features. Understanding why customers buy your product can help you position it properly, and reframing your pitch to appeal to their pain points can lead to increased sales. Ultimately, it's not just about the price, but about providing value that goes beyond monetary costs.