I think the new saying for 2021 should be "Give it a Rest!" You know, that simple, old-fashioned saying our grandmothers used to get us to settle down, stop being foolish and snap back into doing the right thing, the best we can, without forgetting that - Everything is going to be ok.

I’d like to suggest an alternate viewpoint: That the amazing human professionals of the industry are undervaluing themselves. That they should resist the belief that the price of fantastic service, human kindness, years of training and dedication to excellence should be less in the face of competition.