By being more aggressive in their collections that page is less than a standard 8x11 sheet and the business is in better financial shape. American Express has made a business out of advertising how difficult it is to acquire their card. Issuing credit is a good way to build a business, but only if those given the credit pay on time. Extend credit to loyal customers who earn the privilege. Pricing isn't about the price of a product.
Pricing is a matter of perception by the buyer.
If I say CD player, a price jumps into your head. The same with Lexus or Neon. Any customer will pay any price for a product as long as they are convinced that the value is there. You can raise a price if you can raise the perceived value to the customer. That way, if an emergency arises, you can deal with it immediately.