Well, in some ways I can see why Ionic charge what they do, they are a premium window cleaning supplier, selling at premium prices!!
I run my own window cleaning firm in a similar way, attracting premium ( richer ) customers who are willing to pay that bit more, if theyre not, I simply dont clean there houses! Many of us do this, so I suppose we should simply expect it . Though I do believe a few of there items are over priced.