All about market rates, but to me those are a function of batna. My pitch is more depth and skill with ability to execute than a big-5 team, at half the price. I focus on a skill mix that is sufficiently rare that I can leverage it for a small premium. Other thing is strategically, I need to charge enough that the clients will actually listen, as if they don't, it's going to cost me long term, and if they can afford to ignore me, they aren't paying enough.

It's a niche where I can legitimately say if you can afford less you don't need the value multiple I bring, and it's just straight contract labor, not consulting.

When the chips are down, sure, I absolutely do market work to survive, but when they're good, I can afford to do a value based pitch. Certainly a dynamic. :)