Oh, quick sidenote: you'll find that people are arbitrarily consistent around particular price points. $720 is a bit weird for a day rate, so just bump it to $800, since you'll have exactly the same resistance to $800 as you would to $720. Oh, BTW, you'll have exactly the same resistance to $1,000 as you will to $800. (Not much, incidentally, from good clients.)

There, you just more than doubled your income and your customers will not perceive you as being more expensive. (I know I know I know trust me on this. If they were mental math experts then they would be programmers and you would have money.)