This kind of service lives and dies based on the experience customers initially get. It makes sense to put the price tag on a level where you can provide top-n

This kind of service lives and dies based on the experience customers initially get. It makes sense to put the price tag on a level where you can provide top-notch service, even if it means serving less customers at first. It's not a bad thing if people get the feeling your service provides great experience, but is too expensive. You can fix this later by dropping price or giving discounts.