Time has value. Peace of mind has value. Elimination of risk has value. With very few exceptions, customers will pay a little more for them if helped to understand how important they truly are. In other words, repeat business.
People buy from people.
People keep buying from the people they respect, they trust, and on whom they can depend. And these same people will generate leads to others only if they feel loyalty that has been earned over time. Setting a price is an art and a science, requiring both intuition and analysis. There is nothing intangible about a customer's rage in response to such situations. There is nothing intangible about the damage that can be done to that customer's relations with others.