This illustration was the opener for BusinessWeek’s Book review of ‘Priceless’ By William Poundstone. The book deals with the evolutionary elements in our minds which sellers take advantage of. Value is an abstract concept which is much more flexible then we might think, and many times the assigned value is much higher then the actual cost of the product.
This particular concept came up from the idea of ‘Anchoring’ (from the article):

People’s cluelessness about what goods are worth to them makes them vulnerable to what behavioral economists call “anchoring.” As every luxury retailer knows, an anchor is a high-priced product that may never sell but “makes everything else look affordable by comparison.”

And this is the result: