“It’s too expensive.”
That’s a phrase you hear all the time in every area of business. But what does it really mean? Let’s break it down.
The “expensive” part is obvious - something costs a lot of money. That’s a fairly objective word that can usually be agreed on when describing an item, and by itself is not necessarily a bad thing.
The key word in the phrase, however, is “too”. With that small addition, “too expensive” takes a good or service from just having a high price tag to being something that is not able to deliver a return in value that justifies the time, money, and frustration incurred with investing in that item.