Pricing Structure

Not sure if I am the only one who get clients like this one, but hear read me out.

Potential client calls and asks for a pricing quote. We assess the scope of work and present him with certain numbers that we think are reasonable and well thought. Clients immediately (i.e. without any sort of consideration) replies that “5 years ago someone else did the site for this guy for XXX dollars, why are you charging more?”.

Indeed, why?