This is an extraordinary assertion. Since value is subjective, it is unclear how any business can be convinced they are optimizing their pricing. In Pricing for Higher Profit, published in 1966, Spencer Tucker argued, “Pricing is at once a science and an art” (Tucker, 1966:5). Coming down on the science side is John Daly in his book pricing for Profitability: Activity-Based Pricing for Competitive Advantage: