That's fine, definitely two ways to look at the problem. We charge a higher rate than some shops, because I think our work is worth it, and it includes things l

That's fine, definitely two ways to look at the problem. We charge a higher rate than some shops, because I think our work is worth it, and it includes things like IE6 compatibility. But these are just differentiation points, and there's room in the market for both approaches. Regarding making things look easy, I've always enjoyed Law 30 of the 48 Laws of Power: Make your Accomplishments Seem Effortless: Your actions must seem natural and executed with ease. All the toil and practice that go into them, and also all the clever tricks, must be concealed. When you act, act effortlessly, as if you could do much more. Avoid the temptation of revealing how hard you work - it only raises questions. To each his own.