Developing expertise or assets that are not easily copied is essential; otherwise you're just a middleman.
The publisher is a middleman, he calls the tune to which the whole rest of the trade dances; and he does so because he pays the piper.
The key is to cut out the middleman and empower both doctor and patient with information about what things cost.
I like to think of myself as the middleman between Fred Allen and Henny Youngman.
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