My wife runs into this all the time in health care. Doctors, whom you presume make some halfway decent coin, need a Web site for their practice. They point out competitive sites of other docs - which all love glorious photos of the doc's face (what is it with doctors thinking everyone wants to see their ugly mugs?), have other custom areas, etc.
Then she tells them that between custom graphics and hosting and other basic requirements typical of their competition that they're going to have to shell out about four figures. The doctors freak. They think they're being asked to buy a bottle of champagne for a French hooker. No clue as to what this stuff costs.