How much is a cup of coffee worth to you?  Say, a cup of Starbucks coffee, the medium size (I obviously don’t drink coffee), but they’re out of cream and sugar.  

How much would you pay for this cup of coffee right now?

How about at 1am if you’re trying to go to sleep?  What about at 1am if you’ve still got two hours of driving left to get home?  

Context changes the perceived value of goods or services.  The value to me of heart surgery right now is zero dollars, but if I suddenly found my aorta collapsing, it would be priceless.  

And if context matters to you, it sure as hell matters to those you seek to serve.