If someone is breeding and selling solely for the intent of doing it for profit, then they aren't exactly "reputable breeders," are they? You'll find that those who aren't concerned with the price of their dogs don't every really have a "set price", so answering the question of 'how much' right off the bat wouldn't even be possible.
If someone calls me and wants to start negotiating price before asking me the first question about my dogs themself, that suggests to me that price, not quality is their main concern.
It never ceases to amaze me at how people always try to justify people supporting puppy mills by inventing new ways to make it the 'reputable breeders'' fault. IMO, ethical breeders set their prices based on the costs they have to cover. They shouldn't be expected to lower their prices so that they can complete with puppy mills. That logic is absurd.
It suggests that they should view it as a business venture where they are competing in regards to price. It's like saying that Mercedes Benz should lower their prices so people will stop buying Kias!