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Why is it when carriers are asking to be paid the big rates when there is a lack of capacity - they are looked down upon - NEWS FLASH - outbound rates have been in the 1.20 -1.40 range into the Midwest for a long time now - not just since produce season started - also do brokers not almost always make a profit on the loads they sell - do you think carriers should not be afforded the same opportunity to make profit when the markets warrant such - to help offset the break even or loss they have when the economy is down.
It's because pricing is crazy!
When everyone was used to paying 75-80 cents for gas, everyone panicked when it went over a dollar. When it went way up to a 1.40, people kind of accepted it, and now that it's around a buck, people think it's cheap. There is a psychology to pricing.
That's why I get so mad when carriers get low oubound rates. I get it's supply and demand and it makes economical sense if the rounder pays, but the damage it does to the perception of cost in the market is horrendous.
I don't have any magic answers to correct the problem, but it is a problem. Just on market perception alone.