What is window cleaning?

This seems like a simple and a very elementary question. But it is an important one. You see there are many variations of window cleaning and somewhere there is a line that delineates professional window cleaning from window washing.
In the business of professional window cleaning, it gets very frustrating to approach a potential customer and have them tell you that they have someone already who does this service, only to see their windows in desperate need of a good cleaning. It is a shame for the store owner or homeowner to pay for a service that they aren't actually receiving.
I don't quite yet know how to overcome this and explain to the person that they are essentially being ripped off. They are basically throwing money out the window. One of these days I will be tempted enough to offer a free window cleaning....to one window! Then they can see the drastic difference. And the difference really is astonishing!
You see the "window cleaners" that these home or business owners are paying are either not careful about their work or they are just clearly being dishonest and lazy.
Windows that look dirty after they have been "cleaned" are basically windows that have been washed with Windex and a towel, or the equipment used was dirty to begin with, or the full job was not done and essentially only water (maybe sometimes a solution) was applied and taken off...and improperly at that.
THe basic process in getting a clean window is 4 steps:
1) Apply cleaning solution to window with an appropriate applicator (scrubber on a wand)

2)Use a razor scraper to get grit (mostly unseen) off the window. This is an important yet most often undone step. It is amazing the difference, and the glass will stay cleaner for longer with this process.

3)Apply cleaning solution again with applicator.

4)Remove solution with a squeegee. This also needs to be done correctly or drips will result later on, or streaks. There are a few techniques that work.

Some other steps are done just from careful work, like wiping down the corners and edges and the sills and tracts. These extra little things just make the job a quality one and it shows.
These steps arent hard to do, they just take a little bit more time than some like to take. But the result is unquestionabley better and the customer simply deserves it. Afteall, thats what they are paying for!