I've never been very appreciative of the gouging
mind-set, myself. And having worked in the Middle East (for example), I've encountered plenty of it in my time.
To my mind, they have their chance to "make their money" when they sell the kit itself in the first place ... gouge
away guys! At least then it's "up front", and the customer can always look elsewhere. But when it comes to maintenance ... well, surely enough is enough.
All that BS that we see in advertising is generally just that ... BS.
You know the sort of thing:- "Saving Lives Every Day", "The Company That Cares" ... and all the rest of that [censored].