Affiliated with a Van Line? You must be too costly for a local move.

In a recent marketing study, over 50% of the respondents surveyed indicated that they wouldn't call a mover affiliated with a major van line for a local move. Van Line affiliated movers were perceived as too expensive.
While I can certainly understand why people think that way, it is far from the truth. For instance, Continental's local move rates are very similar to a number of smaller movers. Continental is a locally owned company just like all of the smaller movers. When Continental performs moves locally, they do it as a local moving company, with no fees or involvement with the Van Line.
So, what's the message here? Why not use a mover with outstanding quality, certified movers, new well-maintained equipment, all for the same rate as a small moving company.