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One thing to keep in mind is that, as a developer, you feel very comfortable dealing with code and writing things on your own. This tremendously devalues having other people host/setup/maintain your software in your mind. However, most people are not programmers. They look at code the same way you might look at tax law -- you just want to hire some decent attorneys who you're confident will do the job well and be done with it. That's why people will pay more for a trustworthy name.