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You know how haggling is accepted in some countries as part of doing business? In the US, small businesses scamming consumers if simply part of doing business. It's up to the consumer if they want to spend their time getting competing quotes or finding trusted referrals. But for a lot of people, a lot of the time, it's just easier to pay the premium even though you know you're getting ripped off. You'll find this in auto repair, landscaping, construction, plumbers and electricians, even web developers!