Price rises are normal for any kind of industry which wants to stay in business - just ask the dairy farmers.
I don't know if you read the news, but the cost of everything is going up and has been going up at around 5% a year for the past few years.
So, theoretically, Keith should have put his rates up a fiver last year and another fiver this year.
Reality, as with us - at £125 per hour for the past three years - is we will soon be going up to £140-ish. And £250 club membership to include landing fees.
(We have no shortage of students, have told various advertisers - ie Yellow Pages - where to go and are now pruning back on any agencies we deal with so we concentrate on where we earn the profit.)
We always refuse to be the cheapest and concentrate on giving value for money.