As a prime example of this mindset, I'm sure many know of Grey Goose vodka - premium stuff. Expensive. The guy who originally bought it decades ago got the company at a good deal as it was having financial troubles. After he bought it he had a brilliant idea: double the price. The stuff that was having trouble selling before started raking in cash by the fistful after he started charging twice as much because people equated the high price with higher quality.