Andy, I would recommend you start charging by the sq. meter like Jim does instead a by the sq. ft. I think you'll make a lot more.
I have heard as well all have about the 1.00 a sq. ft. tile rate down there. Let the people who have large floors hire people at the 1.00 a sq. ft. rate. If I was you I would be trying to get into the higher end custom building. Myself, I don't try to compete with the guys who can do a big floor in a day or two.
Personally I want to work for people who understand and appreciate what it takes to have skills in tilesetting. Customers who understand quality usually don't mind paying for it and giving you the time to do it. Brian is successful because he has been doing tile a long time has the experience. He knows it is just better to go eat a nice juicy cheesesteak then to spend time at a job where they don't want it right and don't want to pay a person to do it right. He has instinct, he knows when there is too much cheese wiz on his steak
If I hear a homeowner saying they just watched one a those DIY programs put out by the big box stores then I know they are under the impression the job can be complete in 1/2 hour
As a skilled craftsman you need to find people who want quality work and appreciate it. Not as easy as you would think but either is getting established in the trade. Takes years and patience