I usually go in with zero expectations.
If I pay $120 for a lousy massage, I feel like I've been ripped off; I paid close to $300 recently for a 90-minute massage, and it was heaven.
I'd rather save up for the latter than do 2 or 3 of the former.
There's one guy who is close to me and offers a fair price. I need to stick to him, but like a lot of people, I'm like hmmm,,,who's that over there?