I would expand on that and say that it's best to avoid markets where the customer cannot easily tell the difference between expensive work and cheap work in gen

I would expand on that and say that it's best to avoid markets where the customer cannot easily tell the difference between expensive work and cheap work in general. If you're the high-end provider in a space where the average customer wouldn't know high-end from low-end from a hole in the ground, you're in for a bumpy ride. Innovation -- on a scale untouchable by cheaper, younger, hungrier competitors -- is one way to differentiate. Another is to find a niche that cares about (and will pay for) the best of the best. But those niches shrink every year as the Great Unwashed move up the learning curve.