@Breffni-Potter said:
I guess I view the support as more of a commodity.
Bench support (GeekSquad) IS a commodity. But IT services are not. If your goal is bench work (fixing failed drives, antivirus installs, OS installs, "bring your desktop to us") then yes, commodity it is.
If you want to offer IT advice, speak at a business lever or do non-commodity services (i.e. do IT consulting) then you can't be commodity.
The MSP model works to take IT services and move them into commodity by defining a "cookie cutter" approach and forcing businesses to adapt so that prices can be estimated accurately.