As a SoCal resident, I think it's important to point out that ungodly amounts of money are spent in this region every day by those who can only be deemed as "beyond wealthy"... eight figures a year and higher. For those, paying twice the going rate is of little concern. It's a lot easier to drive 15-30 minutes from Belair or Manhattan Beach to have the procedure than it is to get on a plane for two to four hours.
Now I realize that the rest of us wouldn't be inclined to do that (me especially!), and I'm certainly not advocating Dr. Rassman's rates. However, his credentials and location have landed him right in the middle of one of the richest areas on the planet! So are his rates ethical?.. I don't know. I do know however that for some, price can become secondary to convenience.