Why do airlines keep paying 30% more for the Airbus A220 than the rival Embraer E195-E2, or do they? This appears to be a common mistake in online comparisons reporting list prices and not market prices. List prices are primarily marketing figures and starting points for negotiations. They are somewhat like a company advertising a holiday as being ‘valued at $10,000’ based on the full retail cost of flights, hotels, and meals. The company may have preferential agreements and bulk discounts that mean its actual cost is far lower. An individual traveler might also be able to negotiate or find the same holiday for substantially less.