That is what I call independence of price from cost. In traditional economics, as you say, the price comes out from the sum of all costs + a (reasonable) mark

That is what I call independence of price from cost. In traditional economics, as you say, the price comes out from the sum of all costs + a (reasonable) markup/margin (this is called "Cost-plus pricing") This remains the case in a number of industries, but it doesn't apply to customer goods/services since at least 60 or 70 years, possibly more. The costs remain the costs. The price becomes whatever the customer is willing to pay (and it is often completely detached from actual costs). The "correct" term is "value pricing" or "value-based pricing": https://en.wikipedia.org/wiki/Value-based_pricing https://en.wikipedia.org/wiki/Value-based_pricing JFYI, there is a memorable (to me) short sequence in the movie "The Hudsucker Proxy" about the process of calculating cost and price of the hula hoop, besides the more known following sequence about price adjustment following demand (on which there are many economics lessons), starting around 2:45 here: https://www.youtube.com/watch?v=lK1EnXnvyko https://www.youtube.com/watch?v=lK1EnXnvyko