Not come across it yet, but I've heard it exists. I think if you already feel that it's not very fair to your hard labour, then you may end up feeling very unhappy about doing the work.

I'm thinking the problem is coming from the rework, which as he's comissioned you at an hourly rate (which is low as you acknowledge) is in his mind, racking up the cost. I don't think what you've asked for is in anyway unfair.

Perhaps the best way to prepare him for the work to come is to break down every issue, and judge how long it will take (maybe include how costs would change with re-work so maybe that might focus him on what he really wants) and present him with this. That way he can be prepared for costs.

Hopefully someone with more knowledge of brochure production can give you more specific advice. Good luck.