Context alters or liberates price.

Move the exact same product from one context to another and its price can easily be altered.

For example, we do not come to a coffee shop just to buy coffee–we come there for the overall experience and ambiance. That is why most consumers right now do not associate price with the product or service anymore.

This is because of the other “benefits” it offers.

Do you agree that price isn’t actually attached to your product or service? Why so?