The text to be displayed is assembled in the DPU class. Currently there is a different text constant depending on the status of selection. E.g. If a product has multiple selections available (2 or more option names) where each can affect the price and none have been selected the ZC standard text is provided, if one of the options is selected, but not all then a modified version of the text is displayed, if all selections have been made (that affect price) then something equivalent to "your price:" is displayed. This is meant to provide information to the customer associated with their selections. This also is built off the premise that one uses an option value as a default that is for display only...
If it is expected that different text is to be displayed for different customer status and/or inclusion to some group then that text could and should be modified appropriately. There are some notifiers in the DPU class to be able to use an observer to modify that portion of the text as desired and/or one could modify the code in the DPU class to determine the customer's "status" and use text appropriate to that, but I'd discourage slaughtering the code for that and use the notifier/observer method instead.
Note that as I recall there is one of the "wholesale" like plugins somewhat incorporated to retrieve/address pricing when doing early calculations. It too is in the DPU class when gathering the pricing data.
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