While I think this is fine advice for most consumer things (and that generally you  should talk about <i>value</i> not price), this falls down in a number of interesting markets. For example, with cloud where I work, the pricing is a <i>huge</i> component of decision making. Many organizations base their decisions on TCO, and that&#x27;s not crazy. Generally speaking, if you have a commodity (or near commodity) then price is something to talk about.