I texted him beforehand and asked him if it's a proper massage, not just a rub and tug, and he said it's the best in town (1 point for arrogance, should have raised a flag for me).
During the massage it was both his demeanor and also some things he said like asking me to tell him, unprompted, what I liked abit his appearance, and others which I can't recall (just remember the vibe).
But probably what bothered me more is the way he expressed himself about what he's doing. He was honest I can give him that. It was 100% about the money, seeing his clients as a means to an end.
I'm not saying some other providers don't feel the same, they just don't feed the urge to say it to a client in their face.