Price is relative to the perception that one has in regards to the product or service provided.
In B2C and B2B situations where the product or service is highly specialized and the demand exceeds the supply of said product, it is conceively possible that EC commentators can dynamically price goods and services. If there is a high demand or need for a product, those who need and desire the product will be willing to pay whatever it takes to obtain it. This would be true in EC and typical business arenas as well.