Always good to hear the other side of the story, very well explained Davey, good luck to you. 
I own a business and very quickly learned that no matter how cheap you sell your product, (services in my case) there are always many others who will undercut you which if you follow the trend then becomes a downwards spiral.
Whilst it's human nature that every one of us would like a Rolls Royce for the price of a Mini, in reality what we actually want is value for money and that equates to a reasonable quality product and excellent service at a fair price.
That philosophy has rewarded me with a decent living, no work shortages, in fact the opposite over the last 16 years and many repeat customers who have become firm friends. The downside is like you, I'm trying to retire and they won't let me
