How about everyday experiences? Often these little experiences (digital or real world) are not engineered to be great, but somehow they find a way to us and we feel comfortable with it. They don’t appear to be great at first and somehow we get used to it. They may not be places for special occasions but they represent a third place we spend our time. People are friendly not because they are trained to act that way but they are simply who they are. It is called authenticity. We can tolerate those long waits or any human errors because we know they are like us – being humans. The questions why we do we tolerate these service hiccups in those places and get mad when it happens as a result of a service breakdown in a large company whether it is hotel, airline or retail chain? I think it has to be with authenticity.