Some brands hit the sweet spot where people want “it” because it’s expensive. Lululemon: $98 yoga pants. Genius. Are they better than the $69 alternatives? No. Remember the $2,000 “designer” washer-dryer sets that came out in 1999? A friend of mine was working as a brand manager at that company. They planned to price them at half that. But in research, the higher the pricing, the more moms loved them. So, they launched at double what they should have been and the rest is history. As a startup, keep this in mind. Many people will want it just because it’s expensive.