It's not "outsiders" or national companies driving their business down, it's their inability to stay competitive in the capitalist environment they love. A good percentage of local pawn places will give you upto 30% of value while the competitors will give you more piece of the pie so to speak. 
Newcomers can expect less because return customers are usually in it for the cash of items. I buy a lot from A-1 and sourdough out in the valley, and they are awesome. If i want to sell something I don't want to sit on craigslist for a few weeks, they give me a very decent offer. 
The gold example is perfect, he is offering less cash but with less interest. People want the cash, as long as your below market, you're good. Or below the end buyer's price as it appears theres a wholesaler who buys it all from pawnshops. Either way you make profit in interest or wholesaler purchase. Believe it or not, paying more brings more profit through market equilibrium. That is how cashamerica and others do it