"Did you know your soap pump could be harboring bacteria? Now, there's this new no-hands soap pump! Never touch a dirty soap pump again!"
You know, the only time you touch it is before you receive the soap. Any bacteria you pick up from touching the soap dispenser is going to be washed off anyway, because you are washing up AFTER touching it. It doesn't make any difference.
But you just know there's going to be people who think this makes sense and will pay the extra for it.
Why does the most successful business model have to be taking advantage of other people's insecurities?