“if I'm going out on a couple of dates a month that's like 400 bucks and so actually you know spending $100 on Tinder is actually a really good investment for me relative to the amount that I'm spending on this need”

Frame Pricing Against The System It Replaces — Tinder At $100 Per Month Is Cheap Versus Two Dates

Tinder's heavy spenders were not wealthy status-seekers — they were pragmatic people who realized $100 on Tinder beats $400 in date spending. The right pricing frame is never a competitor's price or your costs; it is the cost of the alternative system the user would otherwise use. Find the contextual system your product replaces or augments and anchor the pricing conversation there.