I've always believed few things may continue to go on in services without anyone asking why. Models may get imported to other societies with no much attention, things may continue to be the same over very long periods of time, just nobody bothers to ask if we should continue doing this.

I've something to share with you in future posts about the "Dynamic Target Model" which helps businesses realign their focus with the customer's value creation process. Until then I would like to share this case of researching coffee shops which will serve as a good starter for the discussion. This case was carried in the middle east, but you may have your version of this situation in another service domain. So were the people there for? surely for the "something else"

http://auroralahti.blogspot.com/2011/10/here-for-coffee-or-for-some...