Chapter 1

1. For a backstage tour of the technology of Walt Disney World, see Scott Kirsner, “Hack the Magic: The Exclusive Underground Tour of Disney World,” Wired, March 1998, 162–168, 186–189.

2. So pervasive had theme restaurants become that on April 15, 1998, online satirical magazine The Onion ( posted a story with the title “Nation’s Last Themeless Restaurant Closes,” ostensibly about Pat’s Place in Dubuque, Iowa, being replaced by the town’s seventh “Paddy O’Touchdown’s Irish Sports Bar & Good-Tyme Internet Grill.”

3. Steven E. Prokesch, “Competing on Customer Service: An Interview with British Airways’ Sir Colin Marshall,” Harvard Business Review 73, no. 6 (November–December 1995): 103. For a response to this interview ...

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