You've only seen the spectrum from one end. You need to pay attention to what is being said here.
Back to the OP;
As a contractor, I'm more likely to call the largest outfit in town vs. a one man shop. I know if something happens to the tech that was supposed to come over, or something has come up on another job, they've got someone else to send. As a contractor, I know that some things just can't be pushed back and some customers can't be told "no". I don't have to get put to the back of the line because of an emergency elsewhere. Also, when I call, someone is going to answer the first time. I don't want to get your voicemail; I want someone on the line getting a tech lined up to come out and fix it. I don't have time to play phone tag, and I can't change my schedule when you suddenly can't make it.
Also, I never felt that the one-on-one between the customer and owner of the company really works to your advantage when doing service work. I learned to not tell someone I was the owner unless they asked me point blank.
When the customer finds out you're the owner, they suddenly feel the need to negotiate the prices. When your just the tech, you can blame it on the boss or the book, and the customer realizes it is what it is.