Also, separately, you need to consider BATNA [1]
If 10 guys all showed up on your door with a magic box that would give your business $100k in added shareholder value, you'd be rational to pay somewhere between 0 and $100k for it. The top end is determined by how much new value is added, but what you end up paying would have to do with how each person priced it -- if there were more of them, the thing would probably cost less unless the providers of it colluded.
Just keep in mind there's a push and a pull and, even if a factor adds a lot of value, it can be cheaper than a less-value-added one, because factor prices are set by supply and demand, not their relative value-added output (which can also depend on how well they're used, which is why some companies can pay so much better for exactly the same work as others)
(Which is really a broader recipe for success in business generally: figure out how to employ factors of production -- people, capital, etc -- more profitably than they cost to purchase in the relevant markets, and BAM, you've got a profitable company)
[1] https://en.wikipedia.org/wiki/Best_alternative_to_a_negotiat...