Quoted from o-din:
My cutoff price for a bean and cheese burrito is about $2, but sometimes I splurge and get a fully loaded burrito for more than $5.
And that's the difference, you are getting more burrito for 5 bucks, so the value is there. What are you getting for an extra 1000 bucks, on the same game? Would you spend 5 bucks on a bean and cheese burrito, even if your cutoff it 2?