Common sense not applicable to translators

Yesterday I got a mail from a coordinator I have not heard from before from a translation company for which I work more than 20 years ->
<<URGENT>> Request for translation work on U-STAR project
The localization project is a request from NICT, an Independent Administrative Institution in Japan. We ask you to translate common text which applies to speech translation system (U-STAR).
The target text is general, not specific, meanwhile the translations should be precise and easy-to-understand for anyone.
Wordcount: 477
Target document: Word file (doc)

Due to the budget from the clinet, we desire to define unit price for the operations below: Translation - 10 yen/w
Could you give me feedback ASAP?

It starts out with <<URGENT>> and closes with ASAP.
Yet, there is (naturally?) no mentioning of surplus fees for rush jobs.
Instead that person asks me to work for a rate which is LESS THAN HALF of the "usual rate" that very company has been paying me for over 20 years!
If I were to accept this job for this rate, it would be very hard to justify my "usual" rate for any future jobs ...

And ... this is something that keeps me always wondering ... if you go to a post office to mail a letter, that incurs a certain fee. If you ask for express delivery, that will AS A MATTER OF COURSE cost more.
If you call for a taxi in the middle of the night it will be more expensive than during the day.
If you order (a) certain product(s) AND ask for a gift wrapping or anything else "special", it goes without saying, that those extras will be billed IN ADDITION to the product price.
This is called "common sense"

How come then, that asking translators for "special delivery", "express delivery", "DTP finishing", "editing of the text" etc. IN ADDITION to the translation, seems always to be considered a "free service"???

I think, this would never happen in any other sort of business.
Apparently common sense is not applied to the work of translators ...

Offering "starvation wages (rates)" will NATURALLY put be out of business due to death by starvation. Then the company will have maybe lost an important service provider, who can give them services/products elsewhere maybe not so readily available .....

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