Location and competition do matter!!!
I am surrounded by 3 to 4 quid merchants so at £8 for a small semi I am double the so called going rate. I can knock out 4 to 5 of these an hour though so do the sums

You are far better off with a very compact round at £8 than a well spread out one at £10 to £15.
Rosy. You can earn very good profits as I am saying above. Close together say 4 an hr at £8 makes an hourly rate of £32.00 OK the £8 is at the lower end of my rates but it's still very good money.
I honestly think that some kid themselves by severely overcharging and end up spending half their working time travelling between jobs. It's really kidding yourself to do this. I could say I wont do anything less than £10 but I know I would end up earning less in the long run.