If I guaranteed you the same number of clients and the same amount of money every month, which option would you choose? So that removes the sort of financial incentive, which for lots of people, that's what's dictating it. "I want recurring, so I don't have to keep it's dependable," he says. 'Do I really believe that or do I just think that's an easier business?' she asks him. He responds: 'That completely makes sense'