Every lawn and every client is different enough for you to replace Natural Lawns, Chemlawn, or any other rigid, one size fits all corporation.
Learn through personal experience as much as possible so you can confidently tell your client what will work, where it will work and why or why not.
If you care about the people and their lawns more than selling what they don't need; it will never be important what the national companies are doing right.
What they are doing right is convincing the public that too much ferti and herb. is a great security blanket.
Well reasoned rational thought is the ONLY way to prove or disprove anything, rather than the foolish insults of those incapable of putting together the thought processes necessary to accomplish conclusions...