Yes, I've noticed this too... Many people have a visceral reaction to high hourly rates and never actually compare it to the value delivered. I think it's for a couple of reasons:
1) The average person gets paid $27/hour. Even the average software dev gets only ~$50/hour. Since many people interact with people getting paid around this amount, they see high rates as greedy/outrageous. Less likely to get this reaction from clients that are used to interacting with other high pay/skilled work. If you give them a flat rate, they get imagine you’re putting in more hours.
2) If they don't have extensive experience working in the space, I think there's a belief that someone cheaper will deliver the same value.. because they don't understand the variation in skill among those in the same field. Especially in a field like software development, and the client comes from a field that's more structured and slower changing (which is most fields).
There's also a delivery risk that could increase the bill substantially.. but it seems to me that there's more to the reaction than just analyzing the risk and value.