You’re not wrong! I think ROI would be the business side, while value is the consumer side.

In another response, someone told about a store that raised price on inexpensive mice, and they sold much more than when the price was lower.

My partner and I tried a new restaurant a couple days ago. He had fajitas, which was only something like $12. Normally, fajitas are more like $20. It was pretty good, not great, but something he’d eat again.

The cost was lower so even though the benefit (food quality) wasn’t as high as some places, the value was equal to what he gets at many other places.

But clearly value isn’t all, because next time he wants fajitas, he might decide he wants really good fajitas and go spend more. Or he might decide the cheaper ones are good enough to fill the craving and go there.

Anyway, perception is key here, and no one person can decide that for anyone else!