isn't more rational to account statistically what is it's price in other places? how much do you need/want it? how much effort and time would you have to invest to obtain it somewhere else?
my time is my most valuable asset. if i have to go really far away to get something, i am spending money on public transportation and time i could use doing something else, which again, is a loss. if i am paying more for a product, the added cost should only exceed it in about the same price digging somewhere else would cost. i am paying for the comfort of having it right there, right now. the added price is a service i am provided in my mind.