[pathdependent]

I think it can be generalized even further. It's not only software, but general IT-related services. There is some mental bias that assumes servicing virtual goods is some combination of easy, straight-forward, or without costs.

Even friends and family of mine will still ask me, "can you come over and fix our computer?" It sounds like a simple request -- partially driven be a general phobia of trying things out themselves -- but it's really not okay. I'm really busy. Maybe I can do something that they can't, but they could also pay someone to do it. Unfortunately, they usually think the price is "too high;" however, if I asked them to come over and mow my lawn because I think the landscaper's price is too high, they would obviously balk.

I'm not sure what the solution is, except you shouldn't low ball -- ever. For a while, I thought I had found the answer by immediately saying something like, "I expect $120 per hour on this software project." I thought it filtered out a lot of clients who didn't "get" that I was doing something valuable...

...then I realized they then try to manage the price by claiming -- ignorantly -- that their requirements do not justify X hours.

[hussong]

What would they say if you asked them to fix your lawnmower? Would that fly?