satellite dishes point South East (just been and checked)

did you check the satellite it was receiving from? Geostationary satellites hover over the equator. Hence the southish rule. Just like following the sun in the south - predicated on time of day.

markup and profit margin

And reducing that to markup and profit only confuses the issue. Profit margin is before costs. Profit is eaten by expenses.

and what is that rhyme that ends "..... if green is seen, take a chance & go between" ?