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The problem is that the industry is not doing a good job of separating 2 messages that are being confused. Low fees on investments matters, and people who pay a reasonable fee for an advisor do better. Fund companies should be compressing fees, but advisor fees don't have much room for compression.
I think the future is:
A person starts with a robo- service, then they transition to an advisor as they hit midlife crisis age and want planning.
Fee planning clients who are also IA clients allows me to charge fair IA fees
Selling on fees will cause you to lose on fees. Yes they are important, but selling your value above all else is key.