This is an issue I've struggled with as I've used ProSystemFX for many years. Their software is fantastic but their cost is becoming way too much for me. I get a 25% discount every year but that's peanuts in my opinion.
Even after that discount, CCH's cost to me for individual returns is ~$65-$70 per return. Add mailing cost, supplies, and tax-return covers and the out-of-pocket cost is easily over $90 without labor.
I've always wondered as well what % CCH will increase their discount to if you threaten leaving.