The rub is that "a premium price" means something a little bit different to each customer.
Unless you price it so highly that only one person in the world will pay for it, you're leaving consumer surplus on the table. Clearly that's not a good solution though, since you miss out on all the slightly more price sensitive customers.
Unless you price it so highly that only one person in the world will pay for it, you're leaving consumer surplus on the table. Clearly that's not a good solution though, since you miss out on all the slightly more price sensitive customers.