Every business will face customers who are disgruntled about price or believe they are entitled to special discounts because of whatever circumstances. We run a taxi service in an area where we're not regulated and our service is more expensive because of service, quality of vehicles etc. we provide. We serve wide area and run many deadhead miles and our pricing accounts for that and no matter how much you explain to people who get disgruntled about pricing, about costs associated with running the business, most just don't get it, don't understand and just look at how it hits them. I also understand that. A person sees that it would cost them only $1 in gas to go 3 miles and see that as cost. Uber banks on driver lack of cost understanding to recruit. My advice, if you engage in conversation or your staff, politely say to people, it's not cheap to operate this beast and a buck just doesn't go as far as it used to. Target businesses and fleets for customers. Usually they understand and as long as you provide good service at fair price, it's accepted.