How can I phrase this properly?
I'd stay away from subjective arguements that a production knife has no soul. Instead use these objective or measurable points:
1. Custom knives have better quality control and use the strive towards excellence by Ed Fowler, Bill Burke and Jim Fikes (currently in this month's Blade magazine). This means one custom knife will outlast several Wal-Mart knives when used on a regular basis.
2. Custom knives can be collectible as each one is unique in style and the value usually does not go down. A Wal-Mart knife will never be worth more than you paid for it (well, maybe the Schrades will be)
3. Serious users like chefs, timber framers, butchers, carpenters, hunting guides, riggers or any one else that would use a blade or chisel on a regular basis know that an efficient cutting edge is safer and less time consuming. While a butcher may not have a custom Goddard knife, he or she will have a knife like a Forschner that was designed for the job at hand. The Forschner may be a factory knife now but it was at one time built as a custom knife.
Again, these are my own thoughts
Good luck