We don't see very far in the future, we are very focused on one idea at a time, one problem at a time, and all these are incompatible with rationality as economic theory assumes it.
For me, it's not about price. It's about necessity, quality, and usefulness. Like, I have my Wet N Wild 666 lip liner. It's 99 cents and always has been. I started using it when I was in high school, and it's great.