When I’m ready to pay twenty dollars for a pillow, I’ll order one.
More like two to three times that. Believe it or not, however, there are some people who pay that much and truly like the things, even though they probably don't cost $5 to manufacture. That's one of the keys to success with this kind of thing. Sell something that's cheap to produce but that people value more than what it's actually worth.
For instance, on Amazon dog owners can get a contraption called a "Doggie-Doo Drain." It's nothing but a plastic funnel that screws on to your outside sewer line cleanout and has its own screw-in lid. I'd imagine it doesn't cost a buck to make, but they sell it for around $50. Yet for the convenience it gives, I can see people (myself included) paying twice as much for it. You just open it up, dump the dog poop in, and screw the lid back on. Dog poop goes into the sewer system, just as if you'd flushed it down the toilet.
They cost nearly $80 apiece.
Obstructive Sleep Apnea forced me to try such a pillow (different brand).
It changed my life dramatically for the better. I would pay far more for relief from years of torment.
I use one and love it. If $2 a year (or maybe even less because it is put together well) is too much for consistent support during sleep, you probably have T-Shirts almost as old as the ones I wear....I’m still searching for a reasonably priced razor that shaves like a Gillette - found a 3-pack of Barbasol disposable razors, with 6 blades, at a Family Dollar for $5. When my current cartridge starts raising bloody welts, I’ll give one a try.