Without trying to stir this up I really don't see what the issue is.
Dave's providing a service package at a better price than his competitors, he may present that package slightly differently than the other organisation but it's still a standard business practice as far as I see it... and the notion that he's taking money away from a professional isn't really fair IMO, he's doing the same job as this other professional so surely it makes Dave a professional in this area aswell?