This is quite natural, yes, and maybe being a freelancer/consultant is more convenient when you're pursuing building a product or starting an agency.

An interesting thing is that even as you progress through career, knowing how to package and present your work (as well as yourself to that matter) will always remain an invaluable skill. After interviewing hundreds of developers I know that many amazing and talented developers don't even try to stand out. And that's a pity.

Thank you for sharing Andrew! I'd like to add that junior/beginner developers should be cautious when deciding to take on a freelance path in the beginning of their careers. It might backfire with hindered growth and a burnout.