What do you pay most for at Sukkot?

@WeJew picked up on this informative video from infolivetv on the "Four Species Sukkot Market" in Jerusalem. Hear about the varieties of etrogim, lulavim, and the myrtle branches; what each of the four species symbolizes, and how much people in Israel are willing to spend in certain instances. Many make it an all out (money becomes no object) celebration of the chag.