[snapetom]

Agree with the demand elasticity, but I'd like to add something about higher prices. It's been studied in the industry very well that you can't have good care without higher prices and "things." It's just not possible, and people that say their vets are "good and cheap" are just fooling themselves.

As an example, prior to certain surgeries, my wife offers drug A to the clients. It adds to the cost but increase the chance of survival. However, drug B is not an option because studies have shown in increases survivorship by 50%. She bakes it into the cost of the surgery and refuses to do the surgery without it. Clinic down the street offers both drugs as options, bringing the base cost of the surgery down.

So now she has a reputation of being expensive vet. If she offers drug b as an option, patients die more frequently and she has a reputation as a bad vet.

She'd much rather have the reputation as an expensive vet.