I make a habit of not making quilts for my friends, because I want them to stay my friends. I have found that most of your friends want you to "give them a deal", meaning they want you to do it for next to nothing.
Most non-quilters have no idea what it costs just for the material.
I only give my quilts away as gifts or for charities, that way, I know up front that all the cost and labor are on me.