Price models have existed for as long as there has been a transaction between two parties—regardless of whether the currency was cowrie shells, stone axes, beads, metal, bank notes or bitcoin. The price model is common with telecom companies that offer a fixed price for the subscription and a variable price depending on the number of calls and the length of the call. It is also a popular model for power companies who may charge a fixed fee for the ability to deliver electricity plus a rate per kWh delivered. The price model equaliser can be used to map price models of current and future offerings and to compare them to industry standard. For example, the equaliser may be used descriptively to identify patterns among the price models used within an industry. Buyers, salesforces, product managers and management in partner firms are just some examples of decision-makers whose priorities will depend on how price models are formulated.