Your customer has different values and different perspectives than you do.
You may look at an heirloom tomato and think, “I wouldn’t pay $4.00 a pound for that!” But you can grow it, and they can’t. And they’re watching Bobby Flay tell them how great it is. (Actually, if you’re a farmer, the fact that they have time to watch cooking shows probably tells you that you are not your customer.)
Don’t set your prices based on what you would pay.