From what I have seen, people's perspective on value lies on a very wide spectrum. My mom won't buy a YouTube premium subscription, because she said she likes the ads. It's a kind of discovery platform for her. It's not that I share the same perspective, but I respect her about that.
I know people who won't subscribe to a service, but go through great pains to get the thing the service offers (another brand, similar yet inferior service, etc.).
For example, if an application I use has ads (i.e. a game), and it needs a subscription to remove these ads, I'll simply won't install it, or get the paid version of it from the start. For me, playing a game with no end and paying monthly to "hide" advertisements doesn't worth it.
These things are very subtle and are sometimes about ethos, and not about value at all. For instance:
* You propose I buy your ¤4 overhyped toothbrush. If I spend 10 minutes digging around, I could find a sub-¤1 toothbrush. Effectively I'm doing 10 minutes of work at less than minimum wage in order to avoid owning the premium toothbrush. Do I do this? I might! The reason is that I want no part in your hype.
* You offer me a loyalty scheme that will genuinely save me money if I participate. I only have to pay attention to your offers and routinely identify myself and I might get 10% savings, all the time. I decline this because you don't get to use my brain cycles for your profit, even if I profit too.
* You offer me a free thing that happens to track me and funnels data to data brokers. I decline it even though it does me no actual harm at all, because I don't want you to make money from personal facts about me, even when the facts are robotically aggregated and anonymised. Ethics are at stake: ethically speaking, you can just piss off. That is worth more than a free gadget, and it's not even an equation.