There is some truth to this. One of the fails we had was pricing our product too low, where it was looked at as a stepping stone to something more expensive, even though it provided the same exact functionality minus the fancy looking ui. There were businesses that wanted to get out of their existing application suite, but are hooked in due to management perception and the sunk cost fallacy. The company who overpriced considerably is reaping millions per year on that application. If I could just go back in time..