Should We Care About "The Going Rate"?

I saw this post from Tom Reber and it really hits home. One of the things that really gets under my skin is when I'm talking to a home owner and they say something to the effect of "Well the going rate for (fill in the blank) is (fill in the blank)". I should probably be used to it by now but it still gets me. What they are saying is "I got numbers from people and I can't tell the difference between all of them other than their price". And that's ok - it's up to us to show them the difference. Obviously Jobber helps with that tremendously (automatic appointment reminders, uniform quotes, etc) but it's UP TO US to communicate that difference effectively. My question to you guys is: How are you showing your potential customers you're different than just saying your work is better?