To Validate or Not To Validate

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I have done several projects on web design and only in some cases the customer mentioned valid HTML and CSS code as a must. In most cases (my stats are based only on the work I've done) customers didn't mention that as a necessary point. I always try to comply with the standards for a number of reasons. However I should say in some cases this might be an ordeal, especially when a customer insists on cross browser compatibility + validation of both HTML and CSS. If we take jQuery scripts, they also might prevent your page from passing a validation test. So, what's your attitude to W3C rules? Do you stick to them only on the demand of your clients or try to follow them all the time?