Value vs. Price

The value of a business (company) is not the same as its' price: it is not what you have, but what you can get for it (and how and when)

What is the value of a bottle of water? And what will you pay for it? If you're lost in a desert, you probably want to pay more, than when you swimming in a cristal clear river. Especially when you're already several days in the desert or in the river.