Speculation
“One serious threat to the integrity and work ethic of the graphic design profession is working on spec, that is, doing work for free (or for a nominal fee) as a part of a pitch for new business. A number of major public and private sector client still expect design consultants to compete for business on this basis. But doing spec work is a lose/lose situation. If you are working under these conditions, you cannot do enough research and analysis to produce your best work. You shortchange both the client and yourself. The status of the designer as a professional is also undermined and the designer assumes the subservient role of supplier rather than consultant, partner, or strategy team member. If you win the business, you will find it difficult to upgrade the relationship. (The Association of Registered Graphic Designers of Ontario advises its members not to provide graphic design services for free, except in cases ofpro bonowork.)”
[ Source: The Business of Graphic Design, A Professional's Handbook, Hilary Ashworth, Supervising Editor, 2001, The Association of Registered Graphic Designers of Ontario, ISBN: 0-9688734-2-1 ]