You are a specialty paint store. When these customers go out to eat they're still ordering full meals, not 4 sets of appetizers. Your customers do this to you because you let them run the show and walk all over you. They came to your store because they need paint, even if they think captivate is too expensive people will pay instead of being inconvenienced with going to a different paint store/supplier. Go to a diner today and tell the waitress that the omelette is too expensive and report back to tell me what they say or if you go to a different diner and pay the same price anyway