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Chapter 4
Service
We are all inventors, each sailing out on a voyage of discovery, guided each by a private
chart of which there is no duplicate. e world is all gates, all opportunities.
—Ralph Waldo Emerson
Service universality and service personalization must coexist to meet the demands of human
behavior, choices, and interests (unique to every user) over a foundation of service interoperability
and service expectations (nonunique to every user). Historical product and service trends have
typically adopted a monolithic perspective of experience; if it is good for one user, it should be
good for all, an inexible and limiting view. Rigid ob ...