If I know the price is something I'd be willing to pay for a thing that is useful, I evaluate as such. If I know that it's a price I'd never pay, I still want to see what it is and try it because I'm curious. Don't hide information from me.

Example: enterprise licenses that are meant for a huge org rather than an individual let me know that I shouldn't get excited about a tool because it's not for me. Happens a lot because I'm very into networking and automation.