We must go beyond 'serving' our customers. We need to satisfy them, and sometimes this means going beyond their expectations to leave a lasting impression. Increasing the value they experience is part of this.
Software is a commodity. Software's real value is in its utility - and how much experience and satisfaction users find in completing their tasks. Too much about using computers is frustrating.
I'm trying to find some way to express the value in the 'experience' of using Free software. As long as it's hard, less than ideal, confusing, difficult or annoying, it will fail the valuable experience test... freedom is not enough.