It was one of the first times I realised that people are actively being jerks in business negotiations.
Another time was when I put my prices up to $160/hour from $80/hour after I realised I wasn't making any money (in fact by my calculations I was losing $3/hour for every hour my staff worked).
I didn't lose a single customer. They all just said "oh, right, well, okay when will you have it done?".
The same guys who had been crying poor a couple of months prior about how they "just didn't have the budget" were now paying double the rate and they could totally afford it.
People be jerks yo.