I quit worrying about the "going rate" years ago. Honestly, I could care less what other companies charge for their rates. They don't have the same reupation that we have in our area. So we can charge more then them anyway. They may not be excellent at marketing like I am, so they might have to lowball every bid out of sheer desperation whereas I don't care so much if I land any certain job or not. Because I know that because of my marketing tactics, I'm going to get another 10 calls that day. So I can afford to charge more and I can afford to lose more bids than they can. There are just too many other factors like this to list. So honestly, I don't care what the going rate is. The going rate could be $35 an hour and I'm still going to charge my $65 an hour because 1) That's what I need to make to make a profit and 2) I've positioned our company to be able to charge that price and get away with it.