Build superior digital customer interfaces that mediate human interaction, providing quick and efficient automated service at a level defined by the customer. These interfaces record their interactions, providing a rich store of data that the company can learn from.
	Use interface technology to allow customers to determine the nature of the interaction, and to collect information on customer sacrifice (what they got as opposed to what they really wished for), needs and wants.
	Edmunds, the automobile price guide for cars, enabled free access to its guide by placing it on its web site. Edmunds captures information on willing customers and brokers the relationship to its partners: Auto-By-Tel, GEICO, and equipment suppliers. The site attracts over 200,000 new users per month and steers 5% of its visitors to complete transactions with its partners. Edmunds receives a referral fee for every brokered transaction and its online revenue now accounts for 80% of its total revenue, and core book sales have risen 20% since the debut of the site. Plus, customers love the "service": Edmunds received a 5-star rating for customer value from ComputerLife magazine
	Peapod  (p. 118), the home grocery delivery pioneer, offers software that enables customers to select and order groceries for home delivery. Orders are delivered and confirmed using the Internet. By mid-1997, Peapod secured 56,000+ subscribers to its service, with an annual revenue rate of $60 million and year to year growth more than 110%. In fact, online groceries enjoy an operating margin 2-3 times traditional stores. And Peapod's service implicitly collects data on customer preferences for groceries and can identify problems/solutions for its partner stores.
	Wildfire (p. 116), Netbot, Inc. (p. 117), GetSmart (p. 117)