This applies almost exclusively to B2B markets with high price points. Even then, the quoted price makes a big difference. If I'm spending money, I care more a

This applies almost exclusively to B2B markets with high price points. Even then, the quoted price makes a big difference. If I'm spending money, I care more about my cash outlay than about the optimistic estimates of someone who a) believes in their product, and b) doesn't know my business. But moreover, lots of products have no measurable ROI: it's a little amusing to imagine a grocery store using this kind of pricing. I guess the best way to illustrate this is to note that I can get the author a 200% ROI by editing and perhaps rewriting this blog post. All he has to do is send me a blank check and I'll get started.