Exactly^ Yes you can rent a machine for $100 a day, but even if you just work for yourself you still have to put fuel in the machine, fuel in the truck, worry about wear and tear on the truck, pay yourself... I got an email for a groupon the other day offering $40 aerations.. I'm sorry but I don't work for peanuts here people. For aerations we charge $175-$200 for 8k-10k sqft yard. Wouldn't you rather do 1 aeration for $200 than do 5 at $40? Ever heard of the phrase work smarter not harder?