This may not be the case,
but why is it a disservice to charge 35 dollars an hour? As you said, if he's a solo operator, chances are he doesn't have the same overhead as regular full-time lcos, and thus, doesn't have the justification to charge more per man hour.
If you have no overhead and you're misleading your customers by charging under the impression that you have to take care of the same costs that a large company with a nursery, plenty of employees, taxes, insurance, large gas bills, and equipment you're being dishonest.
From one point of view, I understand charging the rate that most other lcos charge, but the truth is, you're not in the same situation as them if you don't have to take care of all that overhead.
Keep it real.
At 35 an hour he's most likely making the same amount of profit as someone charging 55 an hour.