Commoditization is not going to be an issue in highly technical fields such as security consulting, which is why your approach works for you.<p>In our field though, there are a lot of competing products, and a lot of them are either free or very cheap. And at a high level, they have similar &quot;features&quot; and &quot;benefits&quot;. But once you get down to the nitty-gritty, there are tons of differences. That&#x27;s why we spend a lot of time and effort educating our clients on those differences. We have to demonstrate the value first before providing the price in order to avoid sticker-shock.