Busy people with money they want to spend use price as a proxy for value and quality. When they need something specific, they look among the more highly priced

Busy people with money they want to spend use price as a proxy for value and quality. When they need something specific, they look among the more highly priced versions of an item or service for the one that suits them. When they just want to go shopping, they look at the more highly priced priced goods. To them, an mattress topper that costs $1800 is a mattress topper that's worth $1800. "That must be an incredible mattress topper! Get me one!" If you want to sell to the people that buy things like this, you need to signal to them with your price. The high-end is a whole different market and mentality than most companies organize their business model around.