Not being funny but i would say good luck to em ...i think a lot of pest control is to underpriced..
I guess it depends on the kind of business one wants to run. If you want repeat customers, you treat them fairly. If your goal is to make as much money as you can on every call and you are not concerned about repeat customers or word of mouth, then you charge outrageous prices and deal with the consequences.
Mole calls are a cash cow...the moles always return, so if you charge people fairly, they will continue to call you month after month. Otherwise, they will do what I'm doing.