I don't think that valuing something different from the production cost is irrational. If I never paid more than production cost + some "reasonable" markup I w

I don't think that valuing something different from the production cost is irrational. If I never paid more than production cost + some "reasonable" markup I wouldn't be able to buy a lot of things that I enjoy. A smart business sells things at roughly the price that people value them. A key job of the business is making that cost them less then the selling price.