Yes, this is true. The price you pay per click is based on a ton of factors loosely proxying to "customer satisfaction". F.ex. Do alot of users bounce? Does it

Yes, this is true. The price you pay per click is based on a ton of factors loosely proxying to "customer satisfaction". F.ex. Do alot of users bounce? Does it have a high CTR? Considering the intent of users searching for "basecamp" they are pretty much guaranteed to get the best "customer satisfaction" metrics compared to competitors and therefor getting the best price. My experience with branded searches is the CPC being somewhere around 1-10% the price of non-branded searches.