How do you determine the value of a Koi?

I get this question almost daily. Why is that 8” Koi worth $40 and that 8” Koi over there $500? It is difficult to sum up what makes a koi valuable, but the best place to start is the koi show judging standards as these will dictate what the rest of us pay for koi. Koi shows are not unlike dog or horse shows. It's a competition were