I totally see where you're coming from. You're charging for your time, and your time includes CUSTOMISING WordPress. Some people think it's easy. But if you're going into deep-level programming and making more efficient code, then you're really using your expertise in programming and scripting, PHP or otherwise.
I've so much to say in response to Blender, but I guess it's better saving my bytes.
I found myself here cos I'm starting out freelancing now too and I've got a request to create a site, and can quote for a static site's price or to do it on Wordpress. The client already has a design in mind, and I've to go study the Wordpress ins and outs to figure out how to use Wordpress and creating his design as a template. I can use a ready made template that looks similar, but I still will have to spend my time and use my experience as a "purist" HTML/CSS coder with basic Java/ASP knowledge and tweak that template to suit ME.
I am considering $500-$800 for basic setup, and $100-$150 per drill down page. That may sound steep to some, but we find ourselves spending time cleaning up bad logos and cropping photos, as well as doing page layout most of the time. If a work looks too good and simple it means some effort has been put in to make it look effortless. That's what I think anyway when it comes to a clean website, both visually and code-wise.
My prices are in Singapore Dollars, but I guess you can translate the same price to NY, or even more since NY is more expensive!
The point is if your time is worth $30, whether doing dishes or doing programming, then stick to it, cos you know you have to spend time setting up, explaining, discussing and commuting, all factored in. If someone is willing to pay that amount for quality and trust, then no one else should complain.