Pricing does more than influence how much money you make.
It also pushes you into different markets. Two businesses offering similar services can have entirely different customers based on how they price their services.
For example, if I opened a restaurant and the menu showed you a $5 hamburger and fries combo, you'd be ready to compare the quality to McDonald's. On the other hand, if I charge $20, you'll expect a totally different level of quality.
I spoke more about this on the Software Engineering Unlocked Podcast. Dr. Michaela Greiler and I had a wide ranging conversation about engineering, entrepreneurship, and managing teams, so I hope there's a little in this podcast for everyone.