I would counter with a question, like why do you think that is?

In my experience, people do want the lowest price but will often pay a little more for great customer service and the assurance and comfort of knowing the service provider actually cares about their needs. In my industry there is a storage facility almost on every corner so finding storage is not difficult. I have found most people are usually under a lot of stress when they walk through the door. I do all I possibly can to assure them I am going to make sure their belongings are safe and secure. I let them know I am here to help if they need anything. Our facility has great exterior lighting at night and also inside every single unit there is a light. We are completely fenced and gate code entry. We have cameras on every building and inside the climate building as well. Security and Great customer service is high priority at Oakland Self Storage. We are here not only to provide a service but to be the best in the industry in self storage and a friend to our community and fellow business owners. My Reply would be, "Yes, they may have, and your more than welcome to do business with them if you want but they do not have what this business has." At that point they usually will ask, " And what is that?" I then say, " Me!" I can and will provide you with the assurance of knowing I have got your back and will do everything I can to make sure your belongings are safe and taken care of."

Did they also offer you more or less value? The true cost of a service is usually not obvious.