In classical-econ I think they call it the water vs diamonds problem. People just have an intuitive sense that some abstract absolute-value matters more than subjective-value, or additional effort should be rewarded more than less-effort. These are wrong, because the real price is about the tradeoff one must make on the margin. The value something has is always about the alternatives I can take - to go to another supplier, to implement something myself, to forgo, etc ...