Ya pay for quality.  These guys may provide a printout of a computer run that you can get for free online at the county website (sure, they'll package it in a nice font and add background colors and a lot of extra, meaningless data to bulk it up), but the end client will be looking for people like us with this crap in-hand within a few weeks or months.  Let people get burned by not getting the product that they actually want and need.  I get them all the time;  looking lost and for the correct product.

  Fair market competition.  If it was easy, we wouldn't be in business, and when it's misleading (bordering on fraudulent), these newcomers will get a few scam dollars and be ratted out in the long run.  Last man standing is the winner, and we'll all be there.