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Wouldn't an audit be necessary to inform clients with realistic options, expectations, and costs?

I would expect to have these provided before signing a contract

I agree, but I think it made people mad cause it suggested that an outside source does this for free. No for the proposal before signing a contract.

What's the difference between outside free and the prep for a proposal?

I mean, I'm not going to sign if you don't provide a status and plan with costs, so you're doing something like this for free, right?

Are they just overreacting to the language? Loving to make Google the scape goat because they are constantly at arms with G?

Maybe it is an overreaction as you said. It seems they feel Google made their work looks unimportant