To me, the mistake is too believe that providing B2B services is not about pleasing clients. Businesses are clients too.
I agree that you can get more revenue with social media, but I have to say that not all of them works great. For example I get 30/40% of my sales out if Linkedin and 5/10% out of Facebook AND twitter.
Nice post Ray. I believe B2B is actually better suited for social than some B2C. The relationship is closer and more evident. It's more niche and niche is awesome. To anyone still debating social in the B2B space I would recommend reading Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman (http://www.amazon.com/Social-Marketing-Business-Customer-Relationships/dp/0470639334)
Congrats on the wedding :)