Service as a business offering, perhaps, embarrasses when thought of as an act of enslavement to the customer. Free men are too proud to accept servile status before their fellows. The notion of service is, as a result, revised or specialized in ways that avoid that harsh association with inferior status. We may apply the concept of service more easily to religious worship because the object of service is an abstract, omnipotent God. Racqueting the ball over the tennis net is either a friendly or aggressive act depending on the competitive climate of play. Machinery and similar inanimate equipment is easily relegated to status of servant. The strict discipline of military duty is enough like enslavement to merit description as service in its original sense, and is employed almost as a synonym for duty.

In private business relationships, though, getting down to the nitty-gritty of service as catering to the customer, slave-like, goes down hard with proud, free people. Some forms of service seem to reverse the power relationship, making the server the master. Medical doctors treat and prescribe to their patients, who are clearly subordinated to the expertise of the attending physician. Public servants may uncompromisingly enforce laws on their employers, the citizenry, making mockery of their status as servants. Teachers subjugate their students to their superior will and knowledge, making virtual order-takers of their learner customers.

Business is widely conducted on a take it or leave it basis with customers. "It's what we have in stock" rolls easily off the tongue of the salesperson. Commodity production is inherently standardized, suited to a limited, producer-defined set of customer needs. Availability of variety to fit individual customer preference depends on the vigor of competitive enterprise. Giant high-volume producers of commodity products have little concern for the individual customer. Efficiency and low cost are deemed service enough.

Those who provide genuine customer-centered service in today's economy are almost a special breed, often lavishly compensated for their willingness to serve. Waiters in the best restaurants expect extravagant tips on top of sizable bills. Realtors who chauffeur customers about town, offering advice, reinforcing the desire for the best property, softening the blow of the high price, all without assurance of any recompense, finally collect their liberal fee reward at the closing of the sale. Elected public officials, periodically subjected to the whim of the voting public, expect the perks of power and high status in their jobs, then award themselves large salaries or retirement benefits as compensation for their electoral insecurity. Customers complain about arrogant waiters and the high cost of dining out. Property sellers object to high property sales fees. Citizens complain about high taxes and limited services from government. These are all points of chronic friction in our social and economic system. They persist, unremedied, because of our attitude toward service. The certain belief persists, often unspoken, that giving true service demeans the server. We are often too proud to serve, and we frequently treat with contempt those who will serve. . .