Don't get around too often any more, but this thread is really interesting. I started out in "67" (1967 that is) and like tree vet have seen a lot of change. I have learned a lot from this and other sites over the years. The day I quit learning and it isn't fun I will probably quit. I particularly liked Tree Squirrels comment about teaching our customers. We do need to make our service different and hopefully more desirable than our competition. As we have all seen in the TV ads, a perception of improved quality does command a higher price. Look at the shoes that Michael Jordan endorsed as opposed to those made in the same sweat shops, but sold at Target. Often times the quality is perceived, rather than actual. Notice how often a chainsaw is worth more if there is customer support for repair and advice? Are you planning on buying a lemon? Most likely, you just want that insurance that it is there if you need it. If your customer understands how your knowledge of Tree, shrubs, turf, equipment, and techniques, all fit into them having a healthy landscape, you are definitely worth more than the hack that knows how to start the saw and has a big truck.
Wulkowicz, who many of you know and have probably been frustrated by like me, once said that "If your only tool is a saw, your only result is a log."
If anyone has read this site for many years and not learned to be a better treeman at the least, then they weren't trying too hard.
Bob