The misconception that costs determined prices prevented economists for a long time from recognizing that it was prices which operated as the indispensable signals telling producers what costs it was worth expending on the production of the various commodities and services, and not the other way around. It was the costs which they had expended which determined the prices of things produced.
The entrepreneur forecasts whether consumers are willing to pay enough to justify him bringing his product to the market. If consumers are unwilling to pay enough for him to make a profit, he will not supply in the first place.
Utopia, you are standing in it! 
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