They just say a number. If nobody pays, it's too high. If everyone pays, it's too low. Aim is for i) highest market share, ii) max ARR, and iii) highest margin.

They're selling the idea that a machine costs less than a human. They're Walmart, humans are mom-and-pop shops. Once the competitors are gone, they charge whatever they want (you pay or you close out). Fuck them.