The pricing framing in the article confuses cost-to-produce with willingness-to-pay. Two completely separate things. A book costs $4 to print and $25 at retail not because of margin gouging, but because the price reflects value-to-reader times conversion-elasticity, not the printing line item. Same thing happens in services. Agencies that cost-plus their pricing leave 30-50% on the table because they're solving for cost recovery instead of value transferred. The signal is always "what does this make possible for the buyer," never "what did this take us to make."