Rottcrazed: please do not take offense to my response; I am NOT a breeder.
Do you think that every dog in your litter is of equal quality? I think it would be very hard to have a litter of 15, and have ALL of them be show quality. I do know that my breeder COE charged me less for Nisha (partly b/c I'm her daughters best friend

, and partly b/c she will not be bred, or shown)
There are many breeders I researched who do charge less for "pet" quality dogs. (They still had all the health guarantees ect.)