So many of the clients I work with in ecommerce get their knickers in a twist about profit per order, glad to see that this is getting some attention. It's also probably in the top 5 reasons why people abandon their ecommerce ideas in the first place.
Yep! If businesses would worry less about the cost of providing world-class support and do a better job of testing to identify the most profitable price points then everyone wins - customers and business owner.
Knowing the pricing for your industry is very, very important. Most consumers use price as a proxy for value, and perceive an expensive product as more valuable than a less expensive alternative.