Everyone wants to feel that they are important. This is the reason why you have different service/product plan such as silver, gold and platinum or deluxe and premium. There are rarely basic or starter plans nowadays. Customers want to buy or belong to a plan that is of high value and status.
This is the same as what I call the condom theory. Almost all condoms nowadays come in the size of big, large, extra large. Which man wants to buy a small size condom and admit that their penis is small!?
The thing here is even if you are offering a really basic service; named it well where your customers will feel that they are important and of value.