There is a marked difference between cost, price and value.
Cost is what it takes to make the thingy (the price paid to acquire, produce, accomplish, or maintain anything)
Price is what the consumer pays for the thingy (the sum or amount of money or its equivalent for which anything is bought, sold, or offered for sale)
Value is what the consumer perceives they get from the thingy (relative worth, merit, or importance)
Cost and price are objective.
Value is subjective.
A pack of cigs is going to cost you a certain price. The value of your lungs being destroyed by tar from smoking is subjective.
A Van Gogh painting cost probably $3 to make, and originally sold for perhaps $10. Van Gogh wasn't that highly "valued" when he was living, but nowadays collectors see tremendous value in buying an orginal Van Gogh at $13 million. (I sure as hell don't!)
Like what That Guy said, many people perceive Wii Sports at 50 bucks a pop tremendous value; it could be sold at a lower price, hence offering "more value", or charge even more and still be perceived as tremendous value with no impact on sales whatever. Being subjective, there may be people that think even 75 bucks a pop for Wii Sports is tremendous value, just like those fancy DS Lites encrusted with Swarovski crystals with Mario and Yoshi on them.
Essay Pro