I think it's very difficult to estimate what something is worth to you unless you're actually on the spot for the buy/no-buy choice. As an example, I was looking for some good software to help me write Chinese characters. Before I went looking, I would have thought it was a $10 product, but the leading product is actually $10 a MONTH. Way more than I'd estimated, but there are good business reasons for this. When you're faced with that choice of buying it at $10 a month, it becomes more real. I didn't buy it yet, but it's a very popular product, so for many people it's obviously worth it.