, thanks, an exhaustive list. I especially like: "Despite popular belief and marketing b.s., customers aren’t looking to be delighted all the time. They are looking to accomplish whatever it is they expect to accomplish with the company – which could be as simple as getting an address – or a quick purchase online." I mean, even something "delightful" is gonna annoy if you're just trying to get your account balance or whatever. We need to be "real" and put ourselves in the customer's shoes.