There's a simple answer to that, and it's a very bold statement. We don't like to profit off people's sadness. We, unlike the competition, have a very little profit margin. The competition has hidden fees, and over-charge on everything. We offer 100% transparency, we don't hide fees or charges. Our Basic prices include EVERYTHING that is required to look after your loved ones; The competition's "Basic" funerals or services are only charging you for their time, everything is an "extra" things you may assume are included e.g. cremation fees are not included. We don't believe in this practice. Honesty means something to us.