What I don't understand is that restaurants seem very well differentiated to me. I have a significant preference for the food of some restaurants over others, a

What I don't understand is that restaurants seem very well differentiated to me. I have a significant preference for the food of some restaurants over others, and I'm not remotely a foodie. The medium post seems to be arguing for charging $12 for the example Doner instead of $11. It could just be that I'm relatively price-insensitive, but if I'm choosing between meals at two different restaurants where one costs $11 and the other $12, the decision is being made by which meal I'd prefer eating, not by the $1 difference. If we're talking a 2x in price, then sure, that can sway my decision. But the article is not talking about such big differences.