[drewmol]

It can mean: "you want to know the price? Well, that depends... How much is it worth to you?"

Among plenty of other things

[r00fus]

Value-based pricing. https://en.wikipedia.org/wiki/Value-based_pricing

Best way to increase margins when the perceived "worth" is variable and it's a seller's market. Not so optimal in a market where you as a seller are in a buyers market.