You seem to believe the point of the email was to convince Joseph that Acme was better than FooCorp. I suspect that Joseph already knew that, and the Acme CEO k

You seem to believe the point of the email was to convince Joseph that Acme was better than FooCorp. I suspect that Joseph already knew that, and the Acme CEO knew that Joseph knew that, and the point of the CEO's email was to put the price difference in context of the increased value given that Acme was better.