Epiphone vs. Gibson Price Difference - A Serious Question in Electric Guitars Posted April 30, 2008 It's no delusion. It's reality. It might not all be decided based on cost, but it certainly does have something to do with it. You think so? Then why over the lifecycle of a product do prices change?Think about it. Sales happen. Products get discontinued and sold, often for below cost.You think Bose selling prices are 2x or 3x or whatever x times cost? Beheringer? Selling prices are determined by business model and markets. Virtually nothing to do with cost.