[This is the second time I’m posting this. I hope you’ll publish it this time.] I don’t know what, “Because funerals are not sold and bought the way they are in every other market.” means. I don’t know what’s different about the sale and purchase of funerals, and I don’t know what the “…fixed number of possible funerals that can be sold per unit of population” means. I thought there was one funeral per person. Some customers definitely behave differently like parents that are traumatized and in shock from the sudden loss of a child or others who might be too enfeebled to fend for themselves. And some are taken advantage of by unscrupulous funeral homes. However, that is not the norm. Most funeral directors are ethical and abide by The Rule. There is no basis for saying or intimating that an entire class is gouging its customers. If you talk to a cross sampling of funeral home owners and directors at say, the NFDA or ICCFA conventions, you will find that many consider helping the bereaved a calling and want to minister to them. You will know that the significant burn out rate of funeral workers is because of empathizing with the grieving. You will also find that there are no more bad apples than in any other profession. In the 21st century, the internet is the first place folks go to for information. And once they get there, if they google funeral homes Topeka, or funeral homes anywhere, they will find that there is a lot of competition. And the competition is going to stiffen as more and more funeral homes post funeral package prices online. Most people don’t “default” to the last funeral home the used. They go back because they had a satisfactory experience. A positive recommendation form a friend or relative is a good thing, trust worthy. A pan or warning is poison for a funeral home because their reputation is their greatest asset in a small market area. There is no basis for concluding that when there are many funeral homes in a market, price abuse ensues. If anything, the opposite is true. Painting with a wide brush is out of order.