Regarding your disbelief, you assume (like economists) that consumers are rational actors. They aren't. There are 2 reasons why the customer pushed back. One, they thought the price was unfair--e.g. "Hey MS Office costs me $5/mth, and your software which does less costs me several hundred a month, you charge too much."

Second, the customer is already earning a significant salary, so an extra $5,000 a year isn't meaningful for him. (Yeh, crazy isn't it). This is our first sales effort and we are learning how to position the product to overcome these objections--part of the problem was that we didn't anticipate push back and didn't properly position the product to avoid these concerns.