I don't think that parents are that stupid as to not understand expenses. Sure, they might not understand ALL the expenses because, as in any job, it's kind of a you have to have BTDT to truly get it. But I think most of them understand that it DOES cost us money to operate.

I think, as is usually the case, it's all in your demeanor with parents. I make sure the parents KNOW I run a quality program and they never, ever question my fees. I have some of the highest home daycare fees in my city and no parent ever questions it. I think great parents realize that great care comes at a cost and that it is not daycare that is expensive - it is kids who are expensive.