WebTV hack to remove layers that don't position correctly. But this is rare-you usually have some flexibility. Very few businesses can survive on just one sale, minus costs. Your price influences your customers.
Some customers buy on price alone, or with price as a key factor.
A very few ignore price completely. Most seek the greatest value, real or imagined, per dollar. Your ceiling might be what your competition is offering. Your floor might be the lowest price you can charge and still turn a profit. Sometimes, you may wish, briefly, to sell near or below your cost in order to get customers to try your product or service.