If you are an education provider, yes. If you are receiving education, I'd say it's totally different due to expected value added over the student lifetime.

Like a massage? You can't be serious. I would consider it a basic service like healthcare, power, or water, so it should be easily accessible, have certain quality standards and very affordable, basically a decision to go there shouldn't have any financial impact.. but surely that's ideal.

And yet whoever works in education is not appreciated all around the world. For some reason whoever teach children lives on small salary(often minimal wage) but with high requirements.