There is an old Russian joke, that goes like this:

A man approaches a girl and asks, "Would you sleep with me for $1 million?”

She responds, “Yes, of course!”

Excited, he then asks, “What about for $1?”

She indignantly replies, “Who do you think I am?”

To which he responds, “We already established who you are; now we’re just discussing the price.”

I think it fits there. There is surprising amount of people believing that they have some Values, but just to a point when they were offered to sell them for a right price.