Value service pricing is a special type of pricing that sets a price for a service based on the perceived value that the public has, not the actual monetary cost of the service itself. Think about it this way. Most massage therapists charge roughly $60 to $80 an hour for their services. It may not cost them that much to keep the lights on or put gas in the car to travel to your location in order to give you a massage, but you perceive the value of that service to be worth the money that you're paying because of the relief that it can potentially provide.