One of the most important things we need to do is prove the value of our products. If you don't see the value in something you won't pay for it. People don't blink at spending $400 for an iPhone but hesitate to spend 99 cents on an App for it. They see the value of the phone itself, but not necessarily that of the App. People judge value constantly when they consume products and services, and a lower price doesn't necessarily sell someone. However people are very good at looking at at similar item and seeing the differences in value.