One trap I think we risk falling into with comparing what we make in our normal jobs or what a pro makes is this.  If we compare what we "could" make in our normal job doing a non-related job, it compares apples to oranges.  So if a volunteer from a 3rd world country says they make $4/day and the job took 4 hours should we pay them $2?  Or if a pro athlete wanted to code for us, their time isn't really worth $50k/hour to do that coding.  Comparing to average wages is better, but the issue there is if I'm writing technical documents (which I think I write reasonably), I'm still probably not going to be as good as someone who does that for a living.  If we could hire a professional tech writer for $20-25/hr why would we pay the same for a non-tech writer to do the same?

I think over time we'll see some of this shake out and we'll start to see standard sorts of values be asked for.  But my opinion is our standard rate shouldn't be the same as the industry rate.  And certainly not if the person doing the work is not comparably trained/skilled to an industry professional.