For me it's about adding value to the marketplace.
I've tried various business models that don't really do this, and surprise, surprise, they haven't worked in the long-run.

I'm fortunate that I'm now in an online model that adds huge value to my customers, which in turn means they are more than happy to pay me for my skills.

There's a quote long the lines of "Your income is a reflection of the value you are adding to the world", and since reading that it really resonated with me.

So yea, I focus on value...what about everyone else?