well if it this is the real genius of the software business, as opposed to the underlying genius of any modern business, ask yourself this: do you really know why you pay what you pay for a carton of milk. Do you know how many steps it took to get that milk to you, how many people were involved, what processes, what the investments were in the machinery and so forth....In short you will basically pay any number, as long as it is less than your current solution / workaround, or it is priced less than the alternatives you can find in the market, for the feature set you want in your milk. (feature set being such things as 'percentage of fat', is it organic...)