Thinking through how “free” things fit into the equation is actually one of the things that cemented it for me. Your example about giving tech support is so familiar, and a great example of how people don’t value free things.

Well, you can’t divide by 0; so if cost is nothing, then there’s no value.

I’ve read the book Influence by Robert Cialdini a few times because it’s a fascinating take on what persuades people at a subconscious level. Your story about mice is spot on with some principles he shares.

I think the example in the book was about a person who sold jewelry at fairs. I’m going to make up details because I don’t remember them perfectly, but it’s close: Her $10 turquoise jewelry wasn’t selling, so she told one of her workers to reduce it by 20%. There was a miscommunication and instead the price was raised to $20, and she sold out that day.

People saw it as more valuable because of the higher cost.

Humans are unfortunately easy to manipulate.