Many people have a negative attitude towards the work of formulating a value proposition, believing that if the product is super, the customer will see the benefit anyway. These are adherents who think that people are rational. But here is an interesting and quite real example.

At the dawn of the active spread of credit cards in the US, gas station owners raised the price for credit card users because banks charge a 2.5% fee for card payments, but not for cash. Naturally, banks could not allow this and they managed to change the situation. They obliged sellers to make the base price 2.5% higher and give a discount to those who pay cash. All the unrest immediately subsided, people were fine with it, and most continued to pay with credit cards.

Nothing changed? Actually, no!
Changes occurred in the value proposition. In the first case, the customer using a credit card is forced to pay more because the gas station owner wants it. In the second case, you are offered a discount for changing the payment method, and you yourself choose to pay for convenience.