Honey the phone's ringing! 

She called 10 pm at night and I was not asleep.  So I answered her call.  Her schedule is beyond crazy.  With only a few free days in her schedule she asked if we could meet on a Saturday for a senior portrait consultation.  I normally don't work late on Saturdays.  But I said I would meet with her.  

She verbalized appreciation that she could reach someone with her schedule. (Who knows maybe where she works it's "It's 2 in the afternoon.  Our jobs take us everywhere.)  She said, "She was proud of her senior son and wanted his pictures to show him off" This a snippet of my passion for photography and how far I would go to connect with a client.

You ask "is photography that important?"  People must think so because people do contact photographers late at night.  I could let them leave a message I'll answer your calls if I'm capable.  How hard would you work to connect with your customers or clients?

I guess it grossly depends on your passion for your clients and what you care about.