The pricing table shocked me until I realised the plans were ordered most to least expensive, whereas I had subconsciously expected it to be ordered the other w

The pricing table shocked me until I realised the plans were ordered most to least expensive, whereas I had subconsciously expected it to be ordered the other way. Looking at http://ui-patterns.com/patterns/PricingTable http://ui-patterns.com/patterns/PricingTable it seems there's no real standard approach to ordering pricing tiers. Does anybody have any insight into the psychology of pricing tables from a UX perspective?