That's just it. Human beings often say one thing and mean another. Users' willingness - even eagerness - to pay is the one true, OBJECTIVE measure of the value

That's just it. Human beings often say one thing and mean another. Users' willingness - even eagerness - to pay is the one true, OBJECTIVE measure of the value they place on your product. When people value something, they WANT to exchange money. Why? Because they want to take possession of it. Exchanging money for value on a deep, primal level satisfies this urge. Not only that, often times people say they want a solution but it's not what they really want. And often times, people are clueless. But when they exchange money for value, you have a clear indication of just that - what they value.