The important thing is the price of one animal relative to another. It is often said that producers have no control over price. While producers may have little influence over absolute price, they have a great deal of control over relative price. But remember that price is only part of the profit equation, which also includes the number of animals available for sale, their average weight, and their total cost of production. Efficient, profitable producers optimize numbers, weight, price, and cost.
Every producer is involved in value-based marketing.
In the future, perhaps value will be determined strictly on known content of economically important traits, as is already more true in some other areas of animal production. Until then, be sure you know what determines the value of your cattle. Plan your production accordingly so you will benefit, not be penalized.