Thanks so much for the kind words.

1. I remember reading about that concept in Ariely's book. And I actually considered adding it to the list, but I wasn't sure where to incorporate it.

2. I think everything boils down to your ability to communicate the value of your offering. People will pay any amount, as long as they perceive to be getting more value from it.

3. And I can't believe I didn't mention Kahneman anywhere! His research was a large foundation behind a good portion of those techniques.