The current recession has hit every day Americans pretty hard. Money isn't so readily available anymore, even banks have tightened up requirements for lending money. Many people have gone into conservation mode, but a downturn in the economy takes nothing away from the peoples needs.
A recent article in Time addresses the issue firsthand in the home construction industry. Work is hard to come by, and a smart consumer can use that to their advantage. The trick is finding someone capable first, after that its all about how much money you can save without sacrificing quality.