Money in their pocket is not money on the table. You are in fact reinforcing my point: Client loyalty and trust is critical in business, you're a lousy businessman if you've damaged that by ripping off your clients too hard angering them.

The most effective business is getting all the money on the table and making your client happy. Thusly the art of business, ripping off your client without pissing them off.

Absolutely nobody gets ahead in business by selling wares cheaper than what they could have gone for, unless you are deliberately underselling the market to gain share by sheer force of will. Likewise by selling wares higher than what they could have gone for, clients will just look elsewhere because you're just another one of many merchants.