Jeannie's explanation is a good one. From the outside most business's seem simple, but as most of us know, working on the inside, life is not so simple. Replicating a consistent postive customer experience is a challenge that requires constant effort and hard work.
In my own work world, I strive for that. In return, when as a consumer when I find that same effort I want to reward that effort with my business, however large or small that is
Seems simple, reward a job well done
J&B