Whats Your Price?

Why is it that I run into so many businesses don't show the price of their software? Do they think listing such a high price will turn people away? If there is one thing that will turn me away from buying your products, it's not telling me how much it costs. If its listed at $4,500 I might think "eh.. probably not" however if its "contact sales" I just look for something else and won't remember your name.