You know how I try and think of it?................I think to myself if I were to see a beautifully decorated cookie in a bakery or in a higher end grocery store (QFC, Whole Foods etc), and the cookie was priced at $4.00 for a 4 inch cookie - I would expect that the cookie must be excellent quality, with fine ingredients and of course I would notice and admire the beautiful way it was decorated and if the packaging was a compliment to the cookie itself, I would be totally sold. It's all in the quality and in the presentation. If you start out asking $4.00 a cookie, it's a lot easier then if you start out asking $1.00 a cookie and then realizing that you should be asking more and suddenly raising your prices. I don't know about you, but I put a LOT of time, love and effort into my cookies and I would like to make a little profit. I go way out of my way to purchase the perfect coordinating packaging supplies (ribbons, tissue, special boxes & bags, gift tags, cards), I use fresh, fine quality ingredients, I make every order fresh - never frozen, I work with my customer to make sure they are getting exactly what they want (color, shape, customization, suggestions, delivery options) and my cookies do not go out the door unless they look like a million bucks. How could I not ask for $4.00 a cookie???!! I deserve it.