It makes it possible for a creative author of a piece to have much more direct control over it. I see that all the time where people get desktop tools and are immediately willing to sacrifice just to build a portfolio. They sell on price rather than creating better value for their customers, and, of course, they go out of business. It makes it very difficult for everyone else and creates a messy marketplace. My best advice to people who are getting started in this business is to do good business.
Good business is good design.
I don't think any creative person really wants to be known as the low-price leader, but creative people are notorious for caving in at the slightest pressure from a client over price. I've heard many stories about creative firms that got their business by being the lowest bidder - until they went out of business. The problem is that it leaves a bad condition in the marketplace for everybody. We are doing a mix of things. We've been helping them re-brand various parts of that service.