"It's Worth What?" is a game show that taps into America's curiosity for cost and value, such as the hidden gems found in one's attic. Through set imagery and a never-ending flow of collectibles, antiques and near priceless treasures, America is brought into a world with seemingly endless doors behind which are various objects, ranging from a night at the "Jersey Shore" house to a cave bear skeleton from 150,000 BCE.
A pair of contestants is taken through a series of challenges that escalate in level of difficulty, tasking the contestants with discerning the price of the items in each round. If they successfully complete the challenges, contestants can win up to $1 million.