In my mid 30's, after a decade or so of giving full time to the music thing and finding myself with about $10 in the bank and no assets other than my musical equipment, I realized I needed to get serious about making a living.
I find more people want to eat a little less. My generation, we're all watching our figures. They want to go to the bar and eat a few snacks, have a couple of cocktails or glasses of wine, and go home. People don't sit down at the table and have a whole three or four courses.