Had a long time food acquaintance (he was a food truck operator) approach me one time and asked if I still did professional food photography. He had a number of newly bottled sauces he was trying to promote and sell on Amazon and he needed "white background" images as part of the description for his Amazon page.
"Absolutely!" and I showed him several sample images I had just finished for a different client demonstrating the exact aesthetic he was looking for.
"That is EXACTLY what I'm looking for. How much?"
I had charged my previous client roughly $400 for images for their two product bottles. Since this new guy had three bottles, I figured it would be fair to charge about 25% more and quoted him a price of $500. I could immediately see his face drop. Like most people who have no understanding of what it takes to make "professional" images, he just assumed I would point my fancy-ass camera toward the bottles, snap a couple of pictures, and my camera would somehow just magically make amazing images. Forget about the multiple lights (this is an indoor shoot after all), stands, tripods, light modifiers, cameras, lenses, laptops, Photoshop, etc. that are all required to produce the final WOW image. Plus my time and expertise.
"I'll have to get back to you." I wanted to help him, but I knew he wasn't the right customer for me. Later on I checked his Amazon webpage only to discover he had uploaded images he snapped with his iPhone that definitely looked like they were snapped by somebody who didn't have the first clue as to how lighting or cameras worked.
Some customers understand the cost of purchasing quality goods and services. Focus on those folks. I feel the same way about audio. Not that I am going to agree to just naively pay through the nose for something just because it is high-end, but if the value is there, it's worth it.