You build a system to integrate into an API to save the client hours of data-entry per day and reducing the number of fields needed to be filled manually by 75% and querying for the rest of the data and filling in the blanks. It took weeks of building and researching and bug fixing and when you're finally done the client looks at you unimpressed.

The same client gets a small piece of js that gets users location(by ip address) and uses it to customize a hello message on the home page and they think 'yer a wizard, Harry!' and jump for joy over the "cool factor" of this simple hack.