These pricing issues have all involved the value of respect for the auton¬omy of consumers and their relative freedom in accepting a price. But a second, more utilitarian, value involved in pricing concerns the actual benefits that con¬sumers obtain through pricing. It may seem surprising to suggest that there are any ethical issues involved in this aspect. After all, it would seem that consum-ers are benefited from low prices so that the only ethical issue from this more utilitarian perspective is balancing the benefits to buyers from low prices with the benefits to sellers of high prices. Thus, as the market would hold, any pric¬ing that is mutually agreed on can be considered a price that optimally satisfies all parties.