That's what I was trying to express about rationalization: no matter what way you cut it, you're still begging people for money. What you offer is never unique, no matter how much you want to pretend it is - you just want to be the one to actually convince them to buy YOUR SaaS product / recruitment services / whatever. I was very passionate about helping my clients and I really enjoyed the idea of helping my candidates get good jobs, doesn't change the fact that I was one of, god, tens? hundreds? of agencies in the houston oil and gas market.