No secrets. I should say that I sell these, but I can’t ship to almost anyone here anyway, so please do seek them out elsewhere. The two I love are Gobelsburg and Stift Goettweig. The Gobelsburg has a strong minerality reminiscent of what I find in most Austrian whites. The Goettweig has more fruit and a bit more complexity. Both should be easy to find for under $20. They have more acidity than anything I’ve had from Southern France, so I find them more refreshing, which is really what I’m looking for in a summertime drink.
For me, a Rose probably should not top $40 for pretty much the best. That’s me so…
I had a Biondi Santi rose at a dinner where we shared 10+bottles of great wine.
It was the wine that impressed us the most. Certainly the most discussed. 90ish $CAD
I usually stay around 20$ though 
I like to stay in the $30-50 range, any cheaper and it’s normally not great and any more expensive you really can’t tell the difference in quality.
I liked Copain’s Tous Ensemble, but at $25 per bottle I have a hard time pulling the trigger again, so ideally, under $20.
Tercero is basically my upper limit (and our annual rosé “splurge”) although I’ve spent more a handful of times (single bottles of Tablas Creek, Terrebrune, a couple of miscellaneous others).
We’ll spend a little more now and then, but most of the rosé we go through in warm weather is $8-15, French, dry, and refreshing although not particularly memorable.
Rosé should cost exactly what someone is willing to pay 
We go through about 10 cases a year, with bottles ranging $15-$30. For us, Proprieta Sperino is a consistent favorite. Some/many German, Austrian, and Alto Piemonte wines, too. Tercero is our only domestic purchase - goes with the foods we enjoy.
you want to pay $30 for a $15 Rose, that’s ok with me Jorge -
Without a doubt. You do your homework, you will find some killer Roses from France and Spain for under $10. I am a huge fan of Cigales Rose from Spain, and those are rarely over $15 -
Maybe a year or two, but I’m in the boat where I like them “fresh off the boat” -
BUT -
I bought a cellar out in Chicago in the late 1980s, and there was a stray bottle of 1952 Tavel Rose (Frederick Wildman label).
It was still the prettiest pink in color, so I served it blind with a group I was tasting with at the time. Almost all of them thought it was the new release of Guigal’s Tavel Rose - and just couldn’t believe it was a 37 year old Rose. It was really remarkable.
i’m pretty excited to bust open some of these bottles of Arnot Roberts Rose I’ve got starting me in the face. $25/bottle.
Going back to the OP I realize we’ve gone about this all wrong. I generally pay $13-$18 dollars for rosé, and have paid as much as $35, while also enjoying gifted Chateau Simone that was $40-$50 retail. I’d love to add in favorites more regularly like Terrebrunne, Donkey & Goat, Tablas Creek and Tempier, but don’t like spending for them. Back to the OPs two questions:
How much have I paid? $35 (Tempier)
How much SHOULD they cost? $10 (for any of them)
So there.
I typically go to a few local Rose tastings May and June and buy up to a mixed case based on the tasting, plenty of delightful finds at under $20…Stopped buying Ode to Lulu several years ago, ditto Sherrer Rose,
Also buy Paumanock and Channings Daughters Roses and they are still available under $25, Ditto re Wolffer.
Much more than ‘a year or two’. Look at old Simone, Valentini, etc…10 years no problem.
The Clos Cibonne I mentioned earlier was definitely on its way up at age 12 as well.
Not that I don’t appreciate them with bottle age, (see the note on the '52 Tavel I posted), but I just prefer them young when the acidity and freshness are jumping out of the bottle -
I find so much to like in the $13-$18 range I seldom pay more. Occasionally, such as for Cibonne’s Speciale Vignettes or for Bandol, but rarely. It also seems that at least once each year I find a silly good deal on some rose, often closed out from the last season, and if it’s a wine that can handle the year of age I’ll grab a bunch. Last year it was Hecht & Bannier Bandol Rose at about $12. A couple of years ago it was Gros Nore at (I believe) $10 on a distributor’s closeout.
My go-to wines last summer (in addition to the Hecht & Bannier) were Cibonne’s Tentations, which I just happened upon locally and was excellent for about $16, and the Schloss Gobelsburg Cistercien which can be had under $15. The Gobelsburg was highly recommended by the board and it’s really about everything I want in a rose; crisp and precise but interesting as well.
For reasons many have mentioned above, $10-15.
I may splurge for a Tavel once in a blue moon, but there’s plenty of fine rose in this price range. It will be a cold day in hell when I pay 25 for some US made rose plonk!
As I said above, I think different people have different views on what a rose is and can be. For most, it’s something to suck down on a summer evening, most of the time without food, and most of the time, without necessarily thinking about what it is.
That said, I have found plenty of roses that have more ‘substance’, regardless of color. These wines are more like ‘light reds’ and are usually best consumed at cellar temperature, as you would a red, rather than ice cold, when much of their nuance is lost.
Again, an interesting discussion indeed . . .
Cheers.
Larry, I’d be interested in trying some you think are good in the “light red” category. Most that I would put in that category (“big roses”) I just find a bit confused and betwixt and between- i.e. too top heavy fruity or a candied quality to the fruit, or simply lacking acidity for examples. I’d much rather have a chilled or cellar temp beaujolais or similar. However, I do understand the use case and would be interested in trying other options.