When will it stop?

[sleeps]

When will "EVER LOUDER!" on the mix bus stop!? I work consistently with Sterling and other mastering places that do a fantastic job. Getting mixes as loud as the other guys is no sweat, all the stuff we have on the radio right now competes ... yet I am still hearing requests for "turn the mixes up a bit louder!" even with VERY audible distortion already on it. I am not talking "engineer audible." It sounds like there is literally a light fuzz pedal over the mix now.

Are bands getting used to fuzzy sounding mixes and therefor can't recognize it? I know this topic is beat to death a lot, just venting some frustrations on yet another "Sounds perfect, just make it louder!" email.