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It's big business: everything is either a Cost or Profit Center.
I wonder when big business will realize that "Goodwill" is actually a measurable asset. Like any other asset, it can be wasted. [Yes, I realize that in accounting terms, this still exists and has little to do with how customer's feel about the business, but the point remains that at one time the concept wasn't unknown. It sure is now, in practice.]
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