Many services (telephony and otherwise) include a huge but largely unnoticed gap between what we offer and what the customers actually want. In this talk we discuss the gap and one method to close it.Moshe Yudkowsky of Disaggregate presented this talk at SpeechTek 2008 in New York City. The principles that led to the solution are drawn from Moshe's book The Pebble and the Avalanche. You may download a copy of the slides. Less