First of all, I would want to thank @kazenorin for sharing some insight on the topic and informing the debate. I actually learned something here today.
After reading the article, I agree with @paulinas here: people won’t come looking for a generic deal, but for a great new product that has a (boldly) adjusted price and focuses on quality.
Eve is not offering a bargain, following a “cheapest of” strategy like Chuwi and others. People won’t be comparing the V’s prices (at least at the beginning) in charts, in Google Shopping or online stores where other products are sold side by side, but reading about it in reviews (where prices tend to get rounded anyway) or in the website. They will be attracted by an interesting new product that has very good quality and an impressive price that doesn’t even need to be reduced by a discount.
And if they end up comparing the V with other devices side by side, they will get in a more objective mood, considering other aspects (quality, design, accesories included, specs for the prices, etc.). In that scenario, the rounded price will remain objectively unbeatable against the most misleading charm numbers.
Using charm numbers would even send contradictory messages: “we have a very good price, but we fear you won’t see it, so we tweak the numbers like everyone else to try to survive between other similar devices”. Also potentially lowering the perception of quality, as…
[…] charm prices say something very different about quality; research has similarly shown that prices ending in nine had a negative effect [in the perception of] quality.
And I also agree with @Skimaster here: rounded prices would be a much better fit to Eve’s bold branding and values, that are going to resonate with people’s values and emotions. Independent. Community-based. Bold. Creative. Revolutionary. Fair. Whatever.
“This is our great product, and this is our great price. No bullshit.”
I’d say: DO SO. And with those extra bucks you get, just invite the whole Eve team to a dinner. They deserve it