Take a look at just about any industry with many competitors--colleges, hotels, sedans, accounting firms (especially accounting firms)...
The websites bend over backwards to be just like all the others. You can't identify one hotel website from another if you delete the name of the hotel (unless there's a beach or a snow-capped mountain in the background).
Sometimes, we try so hard to fit in we give consumers no choice but to seek out the cheapest. After all, if everything is the same, why not buy what's cheap and close?
How about a site that says, "Here's why we're different." And means it.
(Easy to read this and nod your head, but... what's your resume look like?)