Consumers tend to figure out how much they're willing to pay for things before knowing the price. When it's harder to search for prices, companies actually lower their prices to attract more customers. This happens because people who are less likely to switch brands leave the market, while those who stay are more flexible. This makes demand more sensitive to price changes, causing prices to go up. When search costs are high, nobody switches brands, making each company act like a monopoly but still charging less than in a competitive market. Overall, prices, demand, and profits decrease as search costs rise. It turns out that consumers are better off when they don't know their exact valuations.