Consumers dont buy what they NEED, they buy what they WANT.
Would you rather buy a new AC unit for $4,000 or a new gun or boat or (name it) for the same amount?
Would you spend $xxx for brand A, or $xxxx for brand B? (Brand A would be your competitors brand)
There are 3 x's in brand A's price, and 4 x's in your price.....