Well the alternative is to make it yourself. If there's no one else selling it for what you perceive the value to be, then you have to do it. The question is, how much will it cost you to make ketchup yourself, in both dollars and in time? And then ask yourself is it worth the time and money to make it yourself, or do you get more value from buying it at the store?

For 99% of consumers, $2 is a value because it's less expensive than making it themselves. It doesn't matter how much it cost Heinz to make.