In French and numerous other languages, there are certain noun phrases (NP’s) built around a noun coming from the commercial sphere, but which strike, whoever looks closer at them, as odd. I am thinking of NP’s like un prix cher, un loyer bon marché, a cheap price, un affitto caro, etc. Are these really, from a semantic point of view, correctly construed? In this article I analyse this question and try to give an answer to it.