Can someone help me understand this

Avixmovingpros

I got a lead today for a 2 bedroom move 11-20 miles it cost $17 just was only just a few minutes from me and i was the only one picked...a few hours later I get another the exact same kind of lead except it was 2 hours away from me I also competed against 4 other pros to win it but it cost $71...paying more for a further lead that I had to compete with more pros to win is nonsensical to me...how do they decide how much a lead will me? To me that just seems like a little bit gougish. Before you say adjust your "Max Spending Limit" please understand I am genuinely inquiring on the way they decide to price leads. If leads later in the day cost more tell us! (I'll pause my account)...If leads in certain areas cost more I'll block those areas out...I mean come on man