> taking hours to explain how web hosting works, and that no, we can build a custom ERP system on your godaddy account that you prepaid for 4 years in advance last week when you bought your domain name, and that if this really is a "million dollar idea", you will need to spend more than $200 for an MVP.

You joke, but I was in this exact position on Wednesday. It's natural to think that web consulting is dying or that there's a race to the bottom on pricing, until you come face-to-face with the level of ignorance many business owners (even successful ones!) have about technology. The world of business software is mysterious to many people. And while it's easier than ever to build a solution that replaces clunky .xls files or (worse) paper -- that can still be a major hurdle for someone not familiar with it.

I think the solution to OP's question is to see yourself as not just a developer but also a tour guide. Educate your customers without judgement. Teach them why what you do matters (translation: market to them!) Lots of people won't see the value and will never pay $100+/hour. But some of their competition will. And that's how you build a consultancy of your own.