Hanging tough: Accountancy sector to bounce back in 2010

There were changes at the top of the accountancy league table this year but the profession is holding firm against economic pressure and increased fee competition.
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Accountancy firms optimistic?
What about all their clients who get to the end of their year in December 2009 or March 2010? How many of them are going to push for fee cuts or better service or increased value from the audit and tax compliance work, let alone all the addons?
The firms themselves may be leaner, but are they any better at dealing with their clients and being seen as the great trusted advisers they all want to be? Are their staff motivated to want to stay there, or are we going to see the great staff merry go round start up again? And with it the increased cost of recruitment and induction and a sudden shift to finding ways to retain their staff, as well as their clients?
Me - cynical - never :)