People are generally clueless as to what it costs to run a business. I was having a casual conversation with a newer client the other day about the economy and what things cost and I mentioned that our fuel bill is about $8K a month. His jaw dropped. Then I told him what all our insurance costs per month and that payroll was $35K every two weeks. I think I made an impression.... I think he understands why we have to charge what we charge now. Some people get it, others never will even if you were to hand over your financial statements!