When people put a price on a product (establishes the value) our minds go automatically in currency. Let's consider the US dollar (world reserve currency) so if we price anything in dollars there is one thing to keep in mind..... inflation.
If the dollar is being constantly inflated it does not mean that the price of goods that you purchase at a regular basis is going up in value but it's the value of your purchasing power (dollar) that is going DOWN.
Often we hear on the MSM that the dollar is getting stronger and that is just another way we get fouled.
So there measuring a currency that is loosing value with other currencies that are loosing even more value making it seem that the dollar is strong and that's the price we pay for inflation.