As someone who runs an e-commerce site, I 100% agree with you. The reality is pricing is really hard. There is no "right price" for an item, it's a moving target based on an infinite number of variables. Sometimes we have to test pricing on certain segments of visitors, but there's no deceit going on. If that person doesn't believe the value of the product is equal or higher to the price being offered to them they don't buy, and that's totally fine.