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Anon @10:16.

Nobody is suggesting that price has no relevance at all.

Clients were asked whether price was the major factor. Of course it will often be one of several factors influencing the decision to instruct a firm, but only 4% said it was the major factor. In contrast, 29% chose the firm because of a previous satisfactory experience as a client, and 21% because the firm had been recommended to them. So 50% came from looking after clients well. That's good, isn't it?

Without strong service differentiation, there is nothing left but price upon which to compete - and that leads only one way.