How Much Are You Willing to Pay for Pizza?

I'm really excited about Rock Wood Fired Pizza opening in Kennewick this year. My co-worker said he's not sure it will do well after the initial excitement is over since, in his words, people aren't willing to pay $20-25 for a pizza. I think that's totally stupid. To bolster his argument he referenced Iceman, so Iceman and I had a debate.