Chums got more respect once they were called Keta or Silverbrite salmon. I'd guess about $2 a pound more respect in the store.
You can even see how much they were respected by the WDFW and the commercial fleet last year.
http://wdfw.wa.gov/fish/regs/commregs/salregs.htm
They respected them so much I almost didn't see any chum carcasses during winter steelheading. I'd usually expect to see dead chums all over the place. This winter I'd see maybe one or two on the beach of each run I fished.