Value and Price Misaligned?

To a certain extent, one always has to discount consumer responses to surveys, since people often do not do what they indicate they will do, and just as often do what they say they will not. 

Still, it is shocking how little many consumers say they will pay for "premium" video network fare. 

Of course, one might also not that "value" and "price" might, in this case, be misaligned. Many of us would be willing to bet that many consumers would actually value HBO, Showtime or Starz at some number above "zero." The issue is what that number will turn out to be.