Nat I think it is a "stage" in the process - I've found it difficult to separate business priorities and participation in the sport etc. I started out giving prints away: then a small charge to cover costs (which of course it doesn't go close to doing). When Paul and I started to work at it together, even though still on a hobby basis, it made it easier to make a fresh start - and a fresh price list.
We still need to work on a better system, some advertising (as James has also just mentioned in another thread) and more organised planning generally.