A new device uses the global positioning system to determine a cow's location and, when a cow strays outside of its pasture, makes noises in the cow's ears to steer it back to its home range.
Given that ...
Putting a GPS chip on all the cattle in a herd is far more expensive than other means of keeping cattle in their pastures (such as fences).
How can it be that ...
Ranchers will purchase the device at its current price.
Evaluate / Goal
In order for ranchers to be motivated to buy this device, the steep price tag has to be worth it to them.
Maybe you spend more money up front, but you save money trying to round up stray cattle later (since the GPS device basically steers the cow back towards home).
Or maybe there's some other additional value ranchers get out of having the GPS chip in their cattle that will incentivize this purchase.