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Do you understand your system? Just because you have tight lats, it does not necessarily mean you should 'tenderise' your lats with a foam roller (with teeth). Are you rolling yourself into back pain?
Are you a piece of meat? Sometimes we prefer a bread pin roll! 
If you do high volume activity - you will lose body awareness more easily.
After 9 shopping mall massages sessions, why do you expect your clinician to fix you in 1 session?