Glad this hasn't ended up a slagging match , as a lot of good can come from this kind of discussion.
Although I was taught many years ago, that a business should charge what the market will support, I was also taught, that, unless you have a unique service, or product, the market will expect you to charge the, average, or 'going rate'
On the other hand, if you market yourself as Joe Soap, Carpet Cleaners, you are regarded in the public eye, as, just another Carpet Cleaner.
Unfortunately, there will be many really superb 'Craftsman Standard', operators who due to lack of charisma or strong personality, will never realise their potential, while some less capable but stronger personalities will expect more, ask for more and on occasions, get more, but they might not get the referrals or the repeat business and will spend more money and time in marketing.
That's life
robbie