The reason why we are willing to pay premium prices for a product that nails the job is because the full cost of a product that fails to do the job—wasted time, frustration, spending money on poor solutions, and so on—is significant to us. The “struggle” is costly—you’re already spending time and energy to find a solution and so, even when a premium price comes along, your internal calculus makes that look small compared with what you’ve already been spending, not only financially, but also in personal resources.
