I enjoy the fact that it is an untapped market and most IT folks tend to overlook the power of a data centric design. My focus is at the enterprise level and not the coding level. Too many people confuse the distinct separation of database coders and data architects. The latar plays in the initial role on a project (governance, conceptual and design) but makes much larger rates. Where the former has a longer duration on project (design, development, support) but make a lower rate. I prefer the initial and design phase of project work as each project brings new challenges and design methods.