I agree with this
Near me, there are 3 chippys.
The first and by far the best is up the hill and costs around £16 for Rock Eel (in Motza meal) and chips twice including a good sized portion of homemade tartre sauce.
It's a lot of money and we don't go there all the time, but we don't want to eat F&C all the time either.
It also has a restaurant full of customers who like their fish & chips cooked and presented "just so".
It's quite a well off area but people do pay for quality, even for fish & chips.
One more thing, it doesn't do pizza or burgers or kebabs and I think people like that fact - Oh and the attractive ladies who serve help too - I guess
The 2nd chippy is down the hill.
It's cheaper, it's ok, but we only go there once in a blue moon.
The 3rd is a f*ckin disgrace.
It's cheap and the food tastes like crap - The first one we tried - never again.
Btw, when I first bought the £16 for two portion last year (in the nice place up the hill with the lovely serving ladies) I almost fell over, as I was mentally expecting a figure of around £8 - It has been years since I bought F&C - Anyway, after the service and the equally importantant eating, I can see why they charge what they charge.
Good luck to you sir