Process Server or just glorified courier?

I was thinking this week about the role of the Process Server. Are we just professionals or just a glorified courier service. I mean some process servers are out there selling themselves for a pittance. In today’s climate with licensing just around the corner and at the end of the 2007, it’s time we started to really value ourselves and charge the client a real professional fee equivalent to what the job is actually worth. What do yo think?