>>For as much as you can. More than you competitor is asking.
>I'm fascinated by your answer. Must be some newfangled economic principle involved!
Marketing is a funny thing. Asking less than your competitor usually results in the perception that your product is not as good as his. Asking too much more gives the perception that you're too proud of it. Asking a little more gives the perception that you have a superior product and you are confident of it. You often sell more by raising your price an appropriate amount.