"What has made customer surprise in such a scarcity? At least three culprits have robbed the glee of service. First, many organizations have been forced to apply austere expense cutting in the face of ever-diminishing profit margins; value-added amazement has gotten pricey. Second, rising customer expectations have elevated what it takes to be judged as enchanting. Customers live in a highly stimulated daily lives. Stores have become sensory theater; TV and the Internet as vibrant as Broadway after dark. To paraphrase an old song, "How you gonna keep 'em down on the farm, after they've seen Zappos." There is a third reason...one subtler and far more challenging."