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A university professor was singing the praises of DeepL, the machine translation service, on Facebook. He claimed translators’ days were numbered. That made the author think of something else to say in reply.

Why is it so hard to communicate the value of our services, and is it really all our fault? Learn how psychological biases and a lack of understanding affect the perception of the value of translation and interpreting, and what translators, translation agencies, and professional associations can do about it.