We wanted to figure out how to have a product that had the highest amount of respect and dignity with the least amount of human interaction, which is hard to do. Any time some one called us, we had failed. Paul also believes that your customers are calling you your sight isn't simple enough. The funniest call i got was from an older woman who said, you know, i'm trying to get my daughter to come ad visit me, trying flights for her. And even though she didn't own a computer, i tuned my compassion skills during that call, and it made me more compassionate to the next person.