The real cost
When I buy a shopping bag, the real cost isn't the dollar. The real cost is the environmental damage I'm enacting on the earth I share with billions of other beings.
When I pick up a second-hand tool from facebook marketplace (which I do a lot, since scouring online marketplaces for second-hand goods is an addiction of mine!), the real cost is the space it takes up in my shed.
When I buy a ticket to a concert, the real cost isn't the $100 for the ticket. The real cost is all the other ways I could've spent that time, but had to forgo in order to attend.
When you're thinking about selling something, think about the real cost. Often, it's far larger than the pricetag you've attached to your product/service. Realising that might do two things:
Help you understand the buying psychology of your clients more deeply; and,
Raise the price.
Both good things, I reckon.