Because funerals are not sold and bought the way they are in every other market. There is a fixed number of possible funerals that can be sold per unit of population. Consumers behave completely differently when choosing a funeral home than how the choose other vendors. They do almost no comparison shopping. They default to using the last funeral home they used, simply because it was the one they used before. For competition to drive prices down, competition actually has to exist. There is little competition and virtually no consumer pressure put back on funeral homes because of what I cited above.