I think it is simply recommended price for new image. When your photo is selling it price for SR-EL get automatically higher. One download rise up the price from $350 to $750, but when you have image on level 2 it cost $3000. Price of SR-EL grow with the popularity of image, which is why I always use recommended price for image, but if you think that your photo should cost higher at beginning, simply set your price.
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