Most of the small shops I know are quality shops. They intentionally keep their overhead low (most work from home)... to allow the time to do a better job for competitive rates.
IMO the REAL problem is HO's that think they will get something for nothing... so they call the 'cheap guy'... read that the $29.95 tune-up. When it is done, they have been 'sold' something they do not need. Wonder how many times a person has to be taken before they use some common sense?