It all depends on the size of your company (just you or multiple staff), your experience level, the quality of your work, and how much work you have time to commit to. You are so right that developers that are willing to take advantage of clients, but really have very little experience, are out there by the thousands. If you are an independent developer that has a good network of personal references and referrals, are honest and easy to work with, and have pleased your past clients at reasonable rates for your skill set, then work will likely fall into your lap. If you are a POS the promises more than your can deliver then you'll need to advertise and lie about your abilities to stay in business.
The unfortunate thing is that my last comment is a commonality in today's business market. To get political, it seems to be the dividing factor between the Left (willing to help others and do business in a reasonable and fair way), and the Right (willing to take advantage anyone as long as you personally benefit).
