The most surprising thing I learned from this is that even juxtaposing two options will help you get higher pricing. When thinking of product and service pricing, for me it&#x27;s difficult to invent three different options sometimes, so it&#x27;s relieving to know that I could create just two and it will get me most of the way there.<p>It is also crazy to think how relational it all is. I don&#x27;t really need that extra $7 beer at the bar, &quot;but who cares, we&#x27;re having fun&quot;. Whereas paying $8 a month to the New York Times took me months and months to decide on because I wasn&#x27;t used to paying for it, even though I&#x27;d been a reader for years.<p>It really is a mostly emotional decision.