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I think it is very hard to say what customers prefer; professional and 'sterile' or as aj noted "Private Personal Detailer". Personally, I prefer the latter and I try to utilize services that are small. I think what is important is that you market your services around what you are. That way you advertise to those people who are looking for the smaller and more personal service will note it. I personally would prefer someone who is nonchalant about the lack of a van or generator or whatever. I want to judged on the merits of my work not the number of shiney toys I flaunt.
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