“…Such aspiration can be motivated by a desire to "…increase the status, rewards and prestige…" (Sheen & Stevens, 2002, p. 187), "…to increase the income of professionals…" (Gravelle, 1985(Gravelle, , p. 1052 and in the belief "…that they deserve more pay and more honour than they receive" (Moline, 1986, p. 502). Examples of similar debates in other fields abound, from management consultancy (Muzio, 2011), psychology (Peterson, 1976), and auditing (De Beelde, 2002), to aromatherapy (Sheen & Stevens, 2002). This move of occupations to professional status is not new.…”