My wife is a freelance digital marketing specialist, this post basically describes what she's been seeing since the start of her career 10 years ago.

As a tech guy, I've found that business owners tend to be way more pushy. Normally they fall in the boomer category, or they simply are not in the field.

Both categories seem to assume that "ahhh IT, things are instant and tomorrow I'll have 10'000 daily visitors", while that's very far from the case. They think that spending money today means results tomorrow as in "next sunrise", while digital marketing is basically subject to the whims of Google/Instagram/... and their algorithms, and investing today means seeing results at the very earliest after three months.

You tell them beforehand many times, they sign a contract, they agree with everything... and then after 2 weeks they start asking you daily why things are not improving, with zero respect for work hours or personal boundaries. That's how they choose someone else via "high-friction", and they normally land on bigger agencies because they think bigger agency = faster results.