I have a feeling I've shared the same diatribe myself. Good for you. I, like you, am one of those guys who have more work than I have time. I regularly turn down jobs and forward them on to reliable, and in many cases, like-minded techs in my area. The ones that need hand holding go to company A and the others go to techs that can get the job done like me. Sometimes those guys appreciate the referral and give me a kickback -- I don't ask for it but I would do the same for them. I also don't overstate my abilities and have no qualms telling people, "that's not really within my expertise but I know [this person/this company] that can do it for you more cost effectively." I don't advertise as word of mouth is really my only "advertising". My clients are basically "no bullshit" people who know that when they call me they can expect the job will get done quickly and on budget.
Someone attacked your work ethic but I disagree with their summation. Big universities teach people that IT is "all customer service" but that's not entirely true. Customer service is always important and hell, I'm a pretty nice guy but if I can't do the job being the ultra nice guy only gets the customer to yell at me a little less when I screw it up. I'd rather not screw it up. I worked the amusement park business for the better part of 15 years both in IT and out so I pretty well got the customer service part down. I've worked in big corporate and small guy shops and, in the companies that really matter, guys like us make the difference.