Caveat: this only works when people can have/do what they really want. Ex. In a world where 99% of people haven't even heard of a smartphone that doesn't use Android or iOS, you can't tell if people value things that neither platform provides.
'Desires' taken out of context are also not very meaningful (e.g. "if money were no object.." type speculations). Cost, particularly relative to means, being a prime example of such context.