Yes that is what capitalism is all about. Joe can surely charge whatever he wants to provide a "service". The market will decide what prices are fair and what are not. If Joe truely has/had 100+ watches stacked up, then perhaps he wasn't charging enough. You can't blame Joe for his customers' poor judgement. But, posts like this are essential so that the market can make an informed decision. The $600 that once seemed reasonable to 100+ people, is now exposed as borderline fraud. If the work isn't top notch, then the value of the service will go to zero, as it has here. Part of Joe's business model seems to have been about taking advantage of ignorance. So now that people know this, I think it's fair to say Joe is OUT of business.