Many businesses doing annual volumes of sales in the millions don't understand what a RESTful API is. For example, me. I have a small manufacturing business and I enjoy reading hacker news but I could not program anything with and API today because I can't code.
So do I concentrate on new product development (welded steel items that we sell) or customer development (some of our customers spend in the hundred of thousands per year on our product) or do I hire someone who can program so that I don't have to learn it? Time I spend learning a RESTful API is time I don't spend making the new widget that will buy my wife a new vehicle. Time I spend learning to code is time I can't spend converting our customer who spends a million a year with my competition and only a 100K with us.
Patio11 email is really about time. How to use your skills to help out companies that have a shortage of time. If we had all the time in the world we could all learn programming. But I don't have any where near enough time to do the things I want to do. I have four kids and all the time sucks that go along with that (school, soccer, art class, etc) and a couple of businesses and a dozen employees. I have to travel for work 8 weeks a year, plus manage a dozen employees and two dozen machines, an outside salesforce and over a 1000 resellers. I have hired computer consultants with underwhelming results several times in the past. I have spent thousands and thousands of dollars on crappy results.
What Patio11 is selling is his competency. He has proof from previously satisfied customers. He clearly can provide leadership on a project and deliver results. He doesn't sell what he can't do, and has said multiple times that he doesn't take on projects that he can't deliver on (thus protecting his reputation). Leadership is way undervalued on projects. It is the result that matters not the price.