Edward doesn’t have a business. He has too much free time and can’t fill all his hours. So he accepts clients that pay less than the public rate to be less jobless. Which we all do as service business at some point to be full time. He feels shameful for this and rewrite it as a moral lesson and altruistic aspiration. Which, denial only makes a business worse. But he think he can get more clients by tapping into their narcissism.