Hey Nick, it's John here :P

Neither am I, and the Customers aren't choosing the price here. They are signalling how much they think they would pay - there's nothing that guarantees they'll get it for that price.

I didn't choose that page layout - it's what Leanpub provides for an unpublished book. I only consider the price that customers signal as an interesting reflection on how much value the book title and subtitle convey on first reading.