One of my favorite Seth-Godin-isms is “You pay a lot, but you get more than you pay for.”
Anecdotally, it sounds like this is how people in nordic countries feel about taxes. Yes, it’s a high rate, but for what’s included, it’s worth it.
Expensive can be good if the extra cost leads to higher quality. The problem is when the price rises and the quality stays the same. Then people will become categorically less interested in such a good because they’ve been burned in the past.
How might we make better product that people are more willing to pay for?