I believe it is up to us as marketers and sales professionals to show them the difference and clearly explain the advantages of working with people like us rather than some fly by night operator. I have a close ratio near 80% on my proposals. Now to be fair I don't give as many proposals as other designers, but the ones I do give are for more money and more services and close at a higher rate which makes me more profitable with less effort.
Regarding the others that think that web development won't be here in 5 years. I agree it will and must change, hence my comments above about staying on your game, but will it be gone entirely? I doubt it.
Saying Internet marketing is going away in five years is like saying advertising is going away in five years, won't happen. What may happen is that the people out there that only bring basic design, coding, etc. skills and don't know SEO, marketing, copywriting, email marketing, etc. will be looking for a new job. Again I believe those that offer these types of skills and are entrepreneurial in their thinking as well as willing to re-invent themselves multiple times will always have income. Notice I didn't say job.