You can choose when and where to work. Most businesses don't have pricing power. There's a market price. They can charge more or less sure but in theory there's

You can choose when and where to work. Most businesses don't have pricing power. There's a market price. They can charge more or less sure but in theory there's a market clearing price, and anything above/below that price will yield suboptimal returns. You're romanticizing the discretion individual businesses have.