This is unironically a huge issue, and it's just fascinating how the psychology of pricing and valuation works.

Semi-large company needs something. They make a budget for €100k and start looking at different alternatives. They find alternatives a) €120k, b) €80k, c) €15k. I bet you they'll try to ask their superiors to expand their budget in order to buy the premium €120k solution, and they will not in any way consider the €15k one.

Come to think of it, it goes beyond software as well.