I am curious to know how others create pdf's of projects to be shipped out for delivery, coordination or whatever. At my firm we generally plot pdf's through sheet sets, using the dwg to pdf.pc3 provided by autodesk. Recently on a large project we had to break up our documentation into three serperate pdf's in order to send them and still we got complaints that the file sizes were too big. There were many xrefs and a ton of line work within the drawings which I am sure contributed to the file size yet our clients said we still shouldn't have "that large of a pdf".
How do others create pdf's in an effort to reduce file size?