Well, sometimes $40 can push a provider out of what's already your rate 'ceiling' for a guy. For example, if a guy says I won't go over $280 for ANY reason. A provider at $260 moving up to $300 is now over his ceiling.
Only 40 bucks though, right?
Of course, you ladies will say, well hell...that's only 20. The point I'm trying to illustrate here is that $280 might be his ultimate high point price limit, whereas he's normally spending at a comfort level of say, $220, or $200, or even 250.
Going up to an eventual $300, now we're talking 50-100 bucks outside of what he's comfortable with.