Subjective theory of value: "This product costs more but to me it is more valuable so I prefer it to a cheaper product."
Actual theory of value: "WTF, this pruduct is twice as expensive. WTF is so special about it? Hm… M-maybe it's expensive because it's created from better materials! More expensive = better quality, right? Like, they obviously wouldn't just inflate the price for no reason HAHAHAHAHAHAHA! AHAHAHAHAHAHAHAHAHAHAHAAAAAAAAA… Right?"