Commoditization is a big, handwringing topic that conjures up any number of nuisances in the path of what should be an enjoyable professional practice. In this era of rampant consumerism, still no one wants to pay more than is necessary for goods and services. [Admit it, dear reader, neither do you. Or me.] Problem is, neither does anyone want to pay even reasonable fees for design and construction services. Not the private sector and certainly not the distrustful public sector.
On the other hand …there is a whole side to transition that needs attention. Ignoring it could have unfortunate consequences for your money and the outlook for your firm.