The Case Of The 50$ Ebook

[Andrew Gubb]

So guys, I want to start a discussion here. What do you think about paying or charging 50$+ for an ebook?

I'd like to step back a bit from my current opinion and just see what everyone else's is at the moment.

For reference though, and to start the discussion off, I'll say that I feel rather against paying so much or charging so much. It feels extortionate.

Somehow, I feel that a businessperson should attempt to find a price that honours both parties, both the buyer and the seller. I think that even if you can give a product which is worth 200$ in value, you should sell it lower than that IF YOU CAN. By giving your customers savings, you are giving them even more value, making their lives even better. By lowering your prices away from the maximum price anyone would accept, you're moving closer to honouring both parties to the maximum.

You can look at how much you feel your time is worth. You can look at how much you'd willing to do your service for. You can look at whatever other resources you've had to spend on making and marketing your product.

Somehow, I don't feel like all of these things would add up to an ebook being worth 50$+.

Correct me if I'm wrong?

I do my own business. I used to try charging people the upper end of the price range for what I was doing. There were plenty of people doing so. But it didn't feel right. It was like people were *straining* to pay and they only did because, say, they felt obligated somehow, or they felt they didn't have any alternatives. I think it's certainly possible to earn more than what something is worth, but it doesn't mean you should ask that price.

[SatvikBeri]

The rule I like is to make sure the book provides at least 10 times its price in value.

A $50 ebook can certainly be worth it. For example, Kevin Hillstrom's consulting services earn his clients an average of $17,000 of profit. He just released an ebook containing *all* the details of his one of the services he sells for $95. Even if it takes you $500 worth of time to read and apply the book, it's still a profit of $16,400 for you! That's a phenomenal deal!

Personally I think the price difference between a $10 ebook and a $50 ebook is pretty irrelevant-the time you spend will cost you much more than the price of the book itself, so it's more important to get high-quality learning materials.

[neilward2]

Yeah I feel the same and it's a real tough 1 a lot of the time when I'm pricing new products.

But I always ask myself, is the product I'm providing worth X amount of money? Would it be worth this amount to me? Am I over delivering on value?

I actually have an online dating course being launched over the next couple of months which will be priced at $97 - I keep asking myself, is it worth this amount? And I always think: 'yes, if I am single and have no idea how to get a date and this course tells me all of this and actually tells me how to get a lot of dates, then yes, I'd pay $300 or more for this course'

It all depends on how much effort you have put in to the course/book I think too... I spent 2 years on my online dating course and I honestly believe it's 1 of the best in the world; so I think it's worth a lot more than $97 but yes, it is just an eBbook!

But so is a Blue Ray disc, just a $0.30 disc manufactured in some factory at the end of the day... I hate paying £25 for a blu ray disc... but I always remember that I'm paying for the information contained within, not the actual disc itself.

[Andrew Gubb]

Thanks for the input guys.

I might reply to some of your points later, but for now I wanted to quickly copy and paste a convo I was having on facebook (I posted the same question there).

He who you on the forums know as "Le Roi" suggested that my problem with expensive ebooks has to do with my vibration in regards to money, AKA my scarcity mindset.

I replied;


well, i do wonder if it's my vibrational state. so i'm asking the questions to explore it; perhaps I'll be changing my mind soon.

I do agree with the specialised knowledge bit. but not all ebooks are that specialised, are they? i agree that you have to factor in the value of your time. so marketing efforts must add to the cost of the book.

but i still do believe that people should aim to keep their prices reasonably low. just because you CAN charge more, because your product IS worth it, doesn't mean you should.

I'd pay a lot more for a lot of things if I were forced to. If food started costing twice as much, I'd just have to pay twice as much. But the fact that the makers of food managed to get the prices down has made the world, at least for me, a better place. I think their ability to get the prices down (in part because of their efficiency and in part because of their choice to accept lower profits) is a service just as much as the product itself is.

[Brutha]

Ebook prices get set according to market dynamics. A 20$ ebook often doesn't sell two times as many copies as the 40$ ebook.

[Andrew Gubb]

But the thing is that doesn't take into account the "rip off" factor. People might buy because of slick marketing but then feel ripped off. Or they might feel that they were squeezed for more money than they needed to give, and while ok with the product, the experience isn't an entirely comfortable one.

[Lucidism]

Originally Posted by Andrew Gubb

But the thing is that doesn't take into account the "rip off" factor. People might buy because of slick marketing but then feel ripped off.

I think I see where you're coming from. I agree that many eBooks aren't worth anything, especially the ones in the "make money online" niche, so they rely on their slick marketing to make any sales.

Fortunately, the vast majority of eBooks I've seen come with a 14 or 30 day 100% refund policy. I probably wouldn't buy an eBook if it didn't come with one. So the odds of being ripped off are next to nothing.

I recently charged a client $150 for a 5-page report. You can charge this type of price when your document is full of value and true expertise.

Erin charges $697.00 for a 60 minute session with her. Although most of her reviews are positive, I've seen some that suggest it was a big waste of money. She offers no refund (understandably so, since it's a service, not a product). Some people say she is ripping people off, but I don't think any of us agree with them.

[ellie]

Originally Posted by Andrew Gubb

But the thing is that doesn't take into account the "rip off" factor. People might buy because of slick marketing but then feel ripped off. Or they might feel that they were squeezed for more money than they needed to give, and while ok with the product, the experience isn't an entirely comfortable one.

Ebooks suck. If it was on Kindle or something...then yes. Every ebook pdf I have received I have forgotten about.

So if you can charge $50 bucks, at least put it on Amazon.

[Harmonium]

well... it wouldn't be too smart to buy a $50 ebook from someone without a reputation or $ back guarantee.

What about Erins readings? Does she extort people? Why can't people experiment with the price of their products?

If an ebook teaches you how to do something valuable you can use to cover the cost of the book I see NO reason why you can't have specific/high pricing.

Do you want something for nothing? Sure there are dishonest people, but you don't have to be victim to them. Simply don't do business if you find shady stuff when googling around or like I said before if they don't have a $ back guarantee or somewhat of a reputation.

A book that teaches a philosophy about money, might be worth $10-20 but you have to integrate the philosophy to get results/value, but how about a book that teaches a method you can use almost right away to make your money back? Well, worst case scenario is the method is tedious and boring and you can maybe get your $ back. Best case, the ebook more than pays for itself.

It's strange because normally the way stuff like this is done... is a static price, cd's books, movies, the value you receive from these things is subjective and not necessarily equal, yet the difference is, in stores, that stuff is sold pretty widely, maybe a specific music CD someone will be able to listen to over and over and learn how to play them on your instrument. Then I'd say you've received a lot more value than what you paid, so it really is subjective.

So yeah. High prices + no $ back guarantee = most likely to be dishonest and not what you expect.

Selling ebooks online is a bit different from selling a product widely in stores across many countries. You must market it yourself. I think ultimately you should experiment with the price to find what is best received by the majority, that is best for everyone imo.




edit: Erin released an ebook yesterday, it's going for $20, which is about as much as a physical book, maybe a little more. Is she being dishonest? She actually just packaged her blog articles I believe and added a few "bonus" extras. The Other Side by Erin Pavlina I don't see a $ back guarantee there either.

[neilward2]

Yeah I aggree with the money back guarantee comments - I used to do a 30 day policy but then I thought... 'why am I only giving a 30 day guarantee, am I not confident in my product?!' So now I give a 60 day guarantee and that works well.

I think to go much over 60 days would be foolish as there are a lot of people out there with little integrity and will ask for a refund, even though they know that they got the $97 (for example) of value from you, but they just want to have their cake and eat it.

[Agota]

I wouldn't charge the highest possible price on my products because it would prevent many people from accessing the information which I believe can make a positive difference in their lives.

On the other hand, I wouldn't charge the lowest possible price on my products as well, because that would decrease the perceived value of them. Very few people are conscious enough to value information that they get for a low price. Therefore, if you sell the same book for 4.99 and for 24.99, assuming the book is worth 24.99, it's most likely that people will discard the information because they didn't pay fair price for it. It's also possible that 24.99 version will sell better, because when you book for 4.99, you don't really think there might be much value in it.

Also, you're not ripping people off if you are sure that you're providing value and selling the e-book for the fair price. They can get a refund if they don't agree with you, right?

[SatvikBeri]

Originally Posted by Andrew Gubb

But the thing is that doesn't take into account the "rip off" factor. People might buy because of slick marketing but then feel ripped off. Or they might feel that they were squeezed for more money than they needed to give, and while ok with the product, the experience isn't an entirely comfortable one.

You can always offer an unconditional guarantee. I've often found that unconditional, permanent guarantees receive fewer returns than 30-day guarantees actually.

Another thing to realize is that people tend to appreciate something more if they pay more for it. If the same person pays $40 for your book vs. getting it for free, they are more likely to read it, more likely to rate it higher, and more likely to apply what they learn. In this case you are NOT doing your customers a favor by making the price cheaper.

I said it before, but with the amount of time involved in reading through a book (unless it's a very short e-book), the dollar cost is pretty irrelevant. I would much rather have a $100 book with phenomenal advice than a $10 book with great advice.

[Curtis2011]

Originally Posted by Andrew Gubb

Somehow, I don't feel like all of these things would add up to an ebook being worth 50$+.

Correct me if I'm wrong?

I once paid $147 for an ebook, and it was worth every penny.

Originally Posted by neilward2

I actually have an online dating course being launched over the next couple of months which will be priced at $97 - I keep asking myself, is it worth this amount? And I always think: 'yes, if I am single and have no idea how to get a date and this course tells me all of this and actually tells me how to get a lot of dates, then yes, I'd pay $300 or more for this course'

That's the right idea. Get into your customers' minds. How much is your material worth to them?

Originally Posted by Andrew Gubb

But the thing is that doesn't take into account the "rip off" factor. People might buy because of slick marketing but then feel ripped off. Or they might feel that they were squeezed for more money than they needed to give, and while ok with the product, the experience isn't an entirely comfortable one.

I feel like you are going out of your way to avoid any conflict with a customer at all.

It seems like your main reason for keeping your price low is so that other people don't call you a scammer and start some sort of conflict with you.

I have the same sort of feelings. I feel that my ebook that sells for $19.95 should really be priced at $12.95 instead. To me, it just doesn't feel like a "$20 value" in my eyes.

However, that is just from my perspective, which is not what matters. It is the customers' perspectives that matter, and as long as people continue to buy my ebook and not ask for a refund or complain, then I will keep selling it at its current price.

In my mind, keeping my price up is literally a method of facing my fear of conflict with other people. I am intentionally risking someone calling me a scammer or ripoff by keeping my price high, instead of wussying out and lowering it just to avoid conflict with anyone.

[Lucidism]

Originally Posted by Curtis2011

It seems like your main reason for keeping your price low is so that other people don't call you a scammer and start some sort of conflict with you.

Which doesn't even really work, actually. When I was in the web hosting business with my brother, we experimented a lot with different price points. What we ultimately found was that people who paid $30/month were much more happier, professional, and friendly than those who paid $5/month for the exact same service.

The cheap people were the ones who would call us scammers and frauds for reasons like: we wouldn't design their whole web site for them (for $5/month!!), or we took more than 30 minutes to reply to their email, or a variety of other stupid reasons.

It's better to deal with higher-end clients than the Dollar Store shoppers of the world.

[Agota]

Andrew, I've just read Mike's thread on ebooks.

"The whole value thing is all well and fine. I believe in it myself. But if something costs nothing for you to produce, how much is it worth?" <- ???

Is this implying that it costs nothing to produce an e-book?

You have to have both knowledge and personal experience in order to write an ebook. You also have to have an ability to express yourself in writing, which is a skill and it takes time to acquire it. You also have to have qualities like discipline in order to actually finish an e-book. You have to create or hire someone to create a desing for your e-book. Then, you have to find a way to sell, which also takes a lot of research. How does this all is "costs you nothing to produce"?

It's also about valuing your goals. If I have a goal and I know that 50$ ebook contains the information which will definately help me to achieve it, I'd definately buy - achieving my goals is worth more than 50$ to me.

Sorry can't help it:

"For me it's joyful to pay for a cup of tea in a lovely café. It's joyful to pay 25€ for a gorgeous, big, colour book. It's joyful to pay 3€ for a powerful electronic format book that will change my life. Or to donate 5€ to a blog which has provided me value for a long time."

I mean, seriously? 3 Euros for ebook which will change your life? It seems to me that you don't value your progress much, Andrew, if I'm expressing myself clearly.

[ssandra]

I doubt I would buy a $50,00 ebook right now. That is because it is too much money for something that I cannot be sure of the value beforehand.

If it comes recommended by someone I truly trust... maybe. Although I still doubt it.

Maybe later in my life where $50,00 will seem like small change I will do that.

I don't have anything against people marketing their ebooks at that price though. As long as there are people buying for that price there is a market. I don't see anything bad in that.

Oh, and supermarkets and food producers don't have lower cost because they are so kind to forgo profits. They have lower prices because there are a lot of competitors meaning that one competitor will go below the other with the price to gain more customers etc. until the prices is at the lowest they can make it while still making profit. They are going for selling lots, not a high price.

[Curtis2011]

Originally Posted by ssandra

Oh, and supermarkets and food producers don't have lower cost because they are so kind to forgo profits. They have lower prices because there are a lot of competitors meaning that one competitor will go below the other with the price to gain more customers etc. until the prices is at the lowest they can make it while still making profit. They are going for selling lots, not a high price.

Finally an educated statement in this thread



A lot of people say that the "cost" of an ebook is almost zero dollars, so it should be priced very low. However, the REAL cost of the ebook actually includes the author's months, years, or even decades of struggle and learning in order to learn the information that is in the ebook to begin with.

Anyone who thinks that the "value" of an information product is merely the value of the material that it is printed on, is completely mistaken. The value is in the information itself, not the medium. For instance, the famous marketer Jay Abraham once sold a book about marketing for $1000 per book, and made tons of sales of it, with tons of happy customers. The reason they paid $1000 was not for some pieces of paper in between a book cover. They paid for the rare and valuable information that was contained within the book.

Basically what people need to understand is: The value of a "regular" product is usually its production cost plus a premium so the manufacturer can make a profit. The value of an "information" product is the value of the information, which is usually intangible and has to be "made tangible" by the effective marketing of the seller of it.

[LostMyMap]

I doubt I would buy it at $50.00. Just look at print books. If you leave out academic text books, there really aren't that many that are in the $50.00 range. You would really have to have a great rep before I would consider it. I've never paid $50 for any book of fiction, self-help, or how to. I think I may have paid in the 40's for a book on affiliate marketing, and I thought it was overpriced, and underwhelming.

Pricing your product is an art, that merchants have been working on since the beginning of time. There is no right answer to this. It's what the market will bear for the product and the time. And keep in mind that most things start out at one price, then become discounted over time.

One other thing. When considering the cost of publishing your book, I'm continually amazed that no one considers the editing process. I guarantee you that your book will suffer in quality if you do not go through an editing process with a professional editor. I don't care how good a writer you think you are. Talk to curiouslyrandom if you want a detailed explanation of that. In fact, hire her!

[Agota]

Originally Posted by Curtis2011

A lot of people say that the "cost" of an ebook is almost zero dollars, so it should be priced very low. However, the REAL cost of the ebook actually includes the author's months, years, or even decades of struggle and learning in order to learn the information that is in the ebook to begin with.

Thumbs up, Curtis!

[Mounds]

I think there's been plenty of educated statements in this thread.

There are many books that are absolutey mammoth. They can change your life if you use what's in them. Many of the authors are very reputable in their fields. Those books cost between $15-$20. That's a book that I can share with friends, I can flip through the pages, I can put it on my shelf and look at it.
If I think about the production, the author worked his ass off to provide something really good. Then it got published, then there's the marketing effort, distribution, all that jazz. The end result is an affordable product that anyone can enjoy.

I see it differently with e-books. What I see, as a consumer, is greed. I see a lot of over-night authors scrambling to cash in. I read an article one time about how an author took a week to write an e-book on getting rid of ants and he wanted $15 for it. Greed. A visit to Youtube and you know how to get rid of ants. Another one that comes to mind is an archery book on Amazon which was five pages long and costed $3. Greed.

Occasionally, there are some good books out there. They're usually extremely specialized, which is where I think e-books shine. This particular book costed me $40 and it was on starting a lawn-mowing company. It covered everything, from advertising to measuring out a lawn to different types of mowers to upselling. At the end, there were about forty templates for different things like invoicing, ect. Good value, good book.

Here's a good rule of thumb. Say you wanted to charge $50 for your e-book. Now, imagine that e-book as a paper book, stitting on the shelf in a bookstore. Would it be embarrassingly expensive compared to the books around it? Would it be of equal or greater value?

[Mounds]

Originally Posted by LostMyMap

I doubt I would buy it at $50.00. Just look at print books. If you leave out academic text books, there really aren't that many that are in the $50.00 range. You would really have to have a great rep before I would consider it. I've never paid $50 for any book of fiction, self-help, or how to. I think I may have paid in the 40's for a book on affiliate marketing, and I thought it was overpriced, and underwhelming.

My thoughts exactly.

One interesting thing I'm noticing in this thread. A couple people who create e-books are all for charging a high price. Most of the consumers are not up for paying a high price. We can talk about the principle of the matter (rare information, lots of experience, years spent creating it) and drive up the price because of it. Now what if I don't share those same values? I'm simply not going to buy, unless the price comes waaaaay down!

I've done a lot of eBay selling and lost a lot of money because I promoted the wrong values. If your customer doesn't care, it doesn't matter if you do

[SnerpGoodWord]

Personally, I don't worry too much about the cost of a book by itself. The real cost is the time spent on whatever is in the book. For books in some applied field, that usually adds up to at least 10 hours reading, fact-checking, and trying whatever the book's about. At even a modest hourly, that cost is MUCH larger than the price of the book. At less modest hourly rates, the gap gets bigger.

That said, I DO pay attention to the price for a sort of paradoxical reason. Because the big cost is time, I want to minimize the chance the book is wrong or otherwise useless. As such, I look for red flags:

- ebook-only distribution
- bad reviews
- unusual pricing (exceedingly low OR high)
- pushy sales materials
- scam subject matter

So when you see a "sales page" pushing a $50 e-book on how to make money selling ebooks, you know to just laugh and walk away

[James81]

It's very rare I ever come across an ebook that I would spend that kind of money on.

And that really falls back on the fact that I know the writing process really well. I know what it *takes* to get a book published by a publisher (lots and lots of patience, resilience, and determination, plus about a zillion edits, beta readers, the whole nine).

And I know that an ebook essentially skips all of that. And, for that reason, I have noticed time and again that the quality of writing and information in an ebook is not nearly the same quality of writing or information in a published book.

[SatvikBeri]

Originally Posted by SnerpGoodWord

Personally, I don't worry too much about the cost of a book by itself. The real cost is the time spent on whatever is in the book. For books in some applied field, that usually adds up to at least 10 hours reading, fact-checking, and trying whatever the book's about. At even a modest hourly, that cost is MUCH larger than the price of the book. At less modest hourly rates, the gap gets bigger.

Exactly. It's amazing how no one seems to consider the value of their time, despite that being the bigger cost.

Another major cost is, of course, the cost of inferior information-if you read an investment book that lets you invest at 8% a year, vs. one that tells you to stuff your money under the mattress or buy gold...well, that is a difference of millions of dollars over your lifetime. Focusing on price instead of quality of information at that point is just...silly.

[Andrew Gubb]

Originally Posted by Lucidism

I think I see where you're coming from. I agree that many eBooks aren't worth anything, especially the ones in the "make money online" niche, so they rely on their slick marketing to make any sales.

Fortunately, the vast majority of eBooks I've seen come with a 14 or 30 day 100% refund policy. I probably wouldn't buy an eBook if it didn't come with one. So the odds of being ripped off are next to nothing.

I recently charged a client $150 for a 5-page report. You can charge this type of price when your document is full of value and true expertise.

Erin charges $697.00 for a 60 minute session with her. Although most of her reviews are positive, I've seen some that suggest it was a big waste of money. She offers no refund (understandably so, since it's a service, not a product). Some people say she is ripping people off, but I don't think any of us agree with them.

That is true. Erin's service was worth it's price tag - I've had it - and I feel her price is justified. The demand is high enough that the prices are forced that high. But a service that involves personal attention requires the use of more valuable resources (mostly, the time of the expert) than an ebook sale requires.

It's trickier to calculate the value of an ebook; I guess it would be something like:

Total writing time + total marketing time + any money spent on research or marketing.

Divided by the total number of sales you'd expect to make.

The value of your time is the value which you make your time have. If you have found a way of enriching people's lives with your time enough that you're in serious demand, the value of your time starts going up. You start having to charge for your time so that people will understand exactly the importance of what they are asking for.

[Fred Tracy]

I wouldn't buy an e-book for $50 personally. But I wouldn't have a problem selling it for that much. I read something one time, where someone was selling something for 20 bucks. He raised it to like 80 bucks as an experiment, and his sales didn't go down.

As far as the moral dilemma.. you just have to follow your heart. If my e-book were worth $1000 to whoever bought it, I wouldn't have a problem selling it for $50, or even $100.

[Andrew Gubb]

Originally Posted by Agota

I mean, seriously? 3 Euros for ebook which will change your life? It seems to me that you don't value your progress much, Andrew, if I'm expressing myself clearly.

I don't know, air keeps me alive, do I have to pay 10,000$ for it? A life-changing book improves the quality of my life, do I have to pay 100$ for it? I like paying less than the value I recieve. "The Power Of Now", the most life changing book I've ever read, costs less than 10$ on Amazon.

[Andrew Gubb]

Originally Posted by Curtis2011

I once paid $147 for an ebook, and it was worth every penny.



That's the right idea. Get into your customers' minds. How much is your material worth to them?



I feel like you are going out of your way to avoid any conflict with a customer at all.

It seems like your main reason for keeping your price low is so that other people don't call you a scammer and start some sort of conflict with you.

I have the same sort of feelings. I feel that my ebook that sells for $19.95 should really be priced at $12.95 instead. To me, it just doesn't feel like a "$20 value" in my eyes.

However, that is just from my perspective, which is not what matters. It is the customers' perspectives that matter, and as long as people continue to buy my ebook and not ask for a refund or complain, then I will keep selling it at its current price.

In my mind, keeping my price up is literally a method of facing my fear of conflict with other people. I am intentionally risking someone calling me a scammer or ripoff by keeping my price high, instead of wussying out and lowering it just to avoid conflict with anyone.

What if the conflict was for a good reason? What if it came about because they were right and you were wrong?

In the end I stick to my low prices because it feels good to me. Before, I had an inner conflict about charging the prices I charged. It felt wrong. It felt like greed. And this manifested in a measure of outer conflict, too.

[inri]

Originally Posted by Mounds

I think there's been plenty of educated statements in this thread.

There are many books that are absolutey mammoth. They can change your life if you use what's in them. Many of the authors are very reputable in their fields. Those books cost between $15-$20. That's a book that I can share with friends, I can flip through the pages, I can put it on my shelf and look at it.
If I think about the production, the author worked his ass off to provide something really good. Then it got published, then there's the marketing effort, distribution, all that jazz. The end result is an affordable product that anyone can enjoy.

I see it differently with e-books. What I see, as a consumer, is greed. I see a lot of over-night authors scrambling to cash in. I read an article one time about how an author took a week to write an e-book on getting rid of ants and he wanted $15 for it. Greed. A visit to Youtube and you know how to get rid of ants. Another one that comes to mind is an archery book on Amazon which was five pages long and costed $3. Greed.

Occasionally, there are some good books out there. They're usually extremely specialized, which is where I think e-books shine. This particular book costed me $40 and it was on starting a lawn-mowing company. It covered everything, from advertising to measuring out a lawn to different types of mowers to upselling. At the end, there were about forty templates for different things like invoicing, ect. Good value, good book.

Here's a good rule of thumb. Say you wanted to charge $50 for your e-book. Now, imagine that e-book as a paper book, stitting on the shelf in a bookstore. Would it be embarrassingly expensive compared to the books around it? Would it be of equal or greater value?

I very much agree with all you're saying here. The rule of thumb you list as the last paragraph resonates particularly well. I've authored both a hard copy book that was printed and distributed by a publisher as well as an e-book that I self-published and sell on my site. The hard copy book was the result of years of hard work writing and editing and then two more years of shopping it to publishers. It sells on amazon for just under ten dollars and in most bookstores for around 14.00.

I have a really hard time justifying selling my ebooks now for anything more than my hard copy/published book.

When content is comparable, Surely, the worth of a downloadable book is less than an actual one a customer can hold in their hand?

[Cado]

Is the information worth it? That's the only question I've got. $50 is chump change if I take away one thing that completely alters the course of my life for the better.

On the other hand if I pay $5 and get nothing from it it was a waste.

People have already pointed out that the price is often part of the value. A price tag like that makes you consider the purchase and you're more likely to take it seriously if you follow through than if it's priced lower.

With that said, the right price is always what it sells for. The only time something is truly a rip-off is when it doesn't do what it advertises.