Guy, I understand what you are saying and agree that 'reduction pruning' can often be a fair recommendation instead of removal if the situation allows for it (many factors involved here). The problem here on the West Coast is the amount of property owners that have great views of mountains, lakes and other water ways into which their trees often grow. I have personally experienced the property owner asking for their trees to be topped (not reduced; blatantly cut at the level of the horizon without regard to the future health of the tree) so that their view is returned to them. The reason for doing it was purely financial on the tree company's part; yet another customer on their books. As supposed 'tree experts' who are all over the North American tree care scene, sponsoring events and trade shows and publications etc etc, this should not be their practice. In this regard, I understand Plant Amnesty's frustration and have seen far too much bad tree work by the supposed industry leaders to think there must be something better than this.
My company has already been created and my passion for changing the status quo is such that I hope that one tree at a time, I will help shape the public's perception of what is right and proper, so that the companies that do bad work will no longer be able to pretend to know what they are talking about, and will have to find another industry to ruin.