"service providers don't really need to know how to drive traffic...they just need to go where customers hang out to sell their services"

This is actually a form of driving traffic, is it not?
Take Elance for example, alot of service providers, and they all seem to have a promo page to show to potential customers, right? This is traffic, for a service provider!

I agree there are some professions that may not need as much traffic as others, but I still think that it is a fundamental skill for the majority of IMers to possess.
Also about a PLM not needing traffic, Rob Toth provides services like these, as you know, and he still generates traffic to a pitch page for the services he offers.
Anyway I hope you succeed as a PLMer who knows maybe we can work together someday!