I finally read an agency contract from 2009 and it felt like a different planet

Found a folder of old client agreements my mentor kept from when he ran his shop back in 2009. The part that got me was the kill fee section. 25% of the monthly retainer if the client cancelled early, no questions asked. That was just standard back then. Now I have clients who expect to pause and restart whenever they feel like it, and chasing a partial invoice feels like pulling teeth. Guess my question is, for those who've been doing this longer than me, when did the shift happen? Was there a specific year or big client that made agencies stop pushing back on terms?

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