I'm not a professional marketer, and I didn't stay at a Holiday Inn Express last night, but I do have some opinions on this.
Value means different things to different people, and it can be subtle. Good marketing can add a lot to value. Consider a simplistic example - Advertisements for a watch:
Craigslist Ad 1: For sale - men's watch. Works. $50
Craigslist Ad 2: For sale - men's G-shock watch in excellent condition [photo of watch]. Black with gold trim, no scratches. Automatically sets its own time to the atomic clock signal - no need to ever set the time again! Low, low price of $50.
The customer knows exactly what he's getting with ad 2. You've given him insight, which is value, and you'll profit by actually selling the thing instead of it sitting forever on your shelf.
There's also perceived value, which you can offer by making the customer comfortable with choosing your product over somebody else's. Again, good marketing can do this for you. Portray your product as the second coming, complete with over the top descriptions, glowing recommendations, happy happy words combined with a no BS approach and you can sway people into buying your product over someone else's.
At least that's the theory I'm going with.