Sometimes it is easy to forget companies you do business with are basically reducing cost because you're increasingly helping yourself. The return is more than money however, apperently it's being in control what makes us happy...
"But when done correctly, self-service systems have proved that they can both save money and make customers happy. This suggests that they could indeed transform the service economy in much the same way that mass production transformed manufacturing, by allowing services to be delivered at low cost in large volumes. Though it may take five years before most transactions are conducted via self-service, says Mr Kolsky, “we're definitely moving in that direction.” In other words, you never know who you might be working for next."
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