The best way to determine what your customer wants is to ask a lot of questions. What do they plan on using the box for? How often will they be in and out of it? Hey, we all see that box for $200. What you usually get for that is a box that is a much thinner gauge of material, usually built from scrap and riveted together and has very inexpensive hardware. I call this a "get by" box. For a customer that uses the box on a constant in and out basis, this is just not for them and will only create an upset customer in six months.
I always try to explain to the customer that a box that cost $650 weighs three times as much, has a much better, more secure locking system and will outlast that $200 box ten-fold. It will last through several trucks!
What's more important is keeping those valuable tools secured. Many contractors carry $5-8,000 worth of tools in these boxes! Would you wrap a gold bar in brown paper? No, you would want it in a safe!
Think value, security and strength. Get the best product for the job and you'll have happy, loyal customers.