The customer is typically an adult child settling a parent's estate who suddenly realizes grandma's handwriting is the last copy of a recipe that exists anywhere. Money is a flat project fee per batch of cards scanned and formatted, with a higher tier for a hardcover printed book add-on. The emotional urgency here beats any generic marketing angle this is explicitly sold as a race against physical decay and loss, not a lifestyle nice-to-have, and that framing is what makes someone pay a premium price without shopping around for a cheaper alternative.
A searchable digital archive also solves the real practical problem competitors miss, letting a family instantly find "the pie recipe" instead of flipping through a shoebox every holiday season.