In "The Undercover Economist" it seems as though the author was trying to insist that consumers ultimately drive high prices of coffee because they are willing to pay those prices. For example, commuters in a train station are willing to pay a high price for a Starbucks drink at a prime location on their way to the office rather than walk to the Dunkin Donuts just outside of the station and pay less a drink. Based on the author's argument, the commuters continue to pay the high price because they value the location. The author suggests this trend will continue to be supported as long as the consumers keep paying.
Applying this concept to technology and information today, what do we value? The price of an Apple laptop could cost twice as much as an equally equipped Dell laptop. What supports Apple's higher price? On another note, why are consumers willing to spend $500 for a tablet, but are resistant towards paying $0.99 for an app? Where do our values lie within technology and information that supports different price points?