I learnt this week that in Tokyo, you can order a car to your specification from Toyota on Monday morning and drive it home on Friday afternoon. We are swiftly moving from mass production to mass customisation, and that is service indeed. I also understand that Sony produces 2 new products every working hour, and Disney develops 1 new product every 5 minutes! One manufacturer recently said he can see the day when a product is released in the morning and is out of date by midnight. You can customise perfume, jeans, credit cards and even chocolates today, so I agree with that!