The price is always what the market will allow in a free society...

a) one binds self to others when consenting to suggested society aka social-ism.

b) oneself chooses by "free" will of choice to pay suggested prices.

c) perception (wholesale) or suggestion (retail) represents the foundation for "market", while consent (buy) to suggested (sell) represents "contract".

d) allow (Latin allocare; allocate), hence whole (perceivable) allocating each partial (perception).