Yeah, I'd agree on the markup part for sure. From my experience the quality difference between "premium" and cheap juice is small but noticeable. These days I only buy juicse with flavors that are tough to work with, coffee and chocolate in particular.
I haven't kept up with the new FDA guidelines since starting DIY about a year ago, but from what I remember a lot of the little garage brands are going to be in trouble. My buddy used to work at Apollo out in Concord and I know they take their juice seriously. I think it's shitty, but it's not because the line is dirty haha. Molecule Labs out in Benicia has a pretty cool facility as well.