Adding perceived value to your products or services is a way of enhancing what you are offering, without necessarily adding to your costs. It can also help to differentiate your products from those of your competitors. This makes direct price comparisons more difficult for prospective customers, and can increase your profit margins. The cost is usually very small, but they can go a long way towards gaining customer confidence. This can reduce a buyer's resistance.
Most customers put reliability first, speed second.
This does not always have to be free. Very important to customers, and a major way to retain customer loyalty. Difficult to establish credibility for new customers, since 'service' has to be experienced to be truly believed. Can add value to some customers. But make sure that your own finances will not be damaged.