I believe that a professional attitude like this comes across in other ways as well, ways that customers can perceive. When customers perceive they are getting extra value for extra money, they will come back again and again and again. In any market, there are always those who look only at price and will take whatever they can get at the lowest price, but IMO one should leave that share of the market to someone else. In your case, the approach you use must work, as is evidenced by the flood of recommendations your shop gets when people ask for the names of quality operators in the Cozumel forum. When I switched to Aldora, I almost flipped a coin between them and you based on what I read.I am one of the shops that has a higher price point, but in reality, my pricing is not that much more in the grand scheme of things. Some ask why my prices are higher than shop X, Y or Z - I can only answer here that I know what my bottom line is and what it takes to operate my operation and to provide the services/amenities I do. My staff is paid well, they are insured, and they receive benefits under the law and then some - but as Scubawife said - this really is not an area that we are obligated to discuss with our divers. Do you ask to check the books, employment records, etc. of every service provider you do business with?