I can't help but comment on this thread, although my comment is general and not directly related.
I am a long time automotive technician and own my own shop. I get kinda angry when those that are not on my side of the counter tell me what I should be charging for my work. I know my costs and I know my margins, therefore I know what I need to charge to keep my business viable and provide a living to my employees and myself. I run an honest shop that produces quality work and I do not feel I overcharge for it. I must stay current in regards to tooling, diagnostic equipment and training, all of these things have a cost.
I am in a highly competitive area and my door rate is on average, $15 to 20 an hour more than my competitors, yet I stay busy. Why? Because of quality. If I repair it, it is done to the best of my ability with top tier components. For that reason, customers refer others to me. Most know I am a little more expensive than others but don't mind because they know it is done right and they will have no headaches. This is one of the reasons that the City I live in farms out their difficult jobs to me...over $100K last year.
Sorry for the long post, but to sum up, a good business stands on quality and not price, I suspect this is ATRS' feeling exactly. People are free to go elsewhere if they like, just don't complain about my business on price alone. It is a far bigger picture.