That is the point: There is only one San Francisco. If you insist on living there you will have to pay the price. If you can move across the bay you can get a different price - is this the entire bay you could move across from or is the north/south side better? Or maybe you can move to a suburb of Omaha there are some nice ones, but most of us couldn't even name one (most of us wouldn't even think of Omaha if asked to list world cities)

Likewise if you need a famous musician there isn't room for everyone to know 10,000 different musicians. However if you can accept any musician there are 10,000 great ones to choose from.