It has been argued that service firms would more successful it they provided less service, more! they should industrialize themselves, and become more like mass produces of goods than benevolent panderers to whims of individuals. Rather than try to solve the problems that arise in service firms, they should try to eliminate them. don't fix the system, change the system. In doing so, they will be giving the customers they really want, not more service, but less service! To many marketers in general, and service marketers in particular, this might sound like heresy. However, a simple web example allows us to illustrate vividly these points