I don’t think price point is the biggest factor in whether or not a customer buys a membership.
You’re absolutely right. The biggest factor is whether the customer wants your product. If he doesn’t then the price doesn’t matter. The shop around the corner from my apartment here in Barcelona offers free scents for your home. You can make your home smell like pine trees or roses. But I don’t want one. So the price is irrelevant. And in that case it is the most powerful price in the world...free.
There are a lot of tube sites that don’t get very much traffic. And their content is free. It turns out it's not so easy to give away content.
Price comes into play once you have created desire. Then the biggest factor determining the amount the person spends on your product is the price. There’s nothing more important after desire.