I didn't get anything from the article about squeezing maximum money from every customer. No customer wants to feel like they're being gouged. But, neither do

I didn't get anything from the article about squeezing maximum money from every customer. No customer wants to feel like they're being gouged. But, neither do they want to see a good service go out of business because the owner felt guilty about the price. One thing I know is that if you charge $49/month inevitably somebody will tell you the price should be $9.99/month. If you charge $9.99 then somebody will tell you it should be free. The point is that there will always be a tiny minority of people who want your service for a price that isn't sustainable. You can't base your business plan off of these people. You have to base your prices off of the value of your service as well as the cost it takes for you to provide that service.