I went to some business meeting for designers recently... one interesting thing a designer said. If a client is shopping for design and believes that it's all the same or will provide them with the same result... they are treating it as a commodity, if they are treating like one, then it is one... at least to the client.
I heard one of them use the term fungibility... had to look it up. The argument rolling around in my head after reading the definition is: As a Designer and
sign craftsmen, I know my work is unique, made to order, or custom. But if clients are treating my work like throwing something in a cart because they need any banner,
sign or logo, then I need to avoid those clients, school them or myself, or provide them with that kind of service they require and keep it out of my portfolio and occasionally have to tell a few to buzz off to stay sane.
I have no set policy except one, I will drop shopping cart clients for a custom client in a heartbeat.