This episode covers the business model - Add-on as described in the book - Business Model Navigator by Oliver Gassmann, Karolin Frankenberger and Michaela Choudury https://amzn.to/2wHKa7m
In Add On business model, the core offering is priced competitively, however, there are numerous extras that drive the final price up. In the end, the customer usually pays more than initially assumed.
