Last time you went to lunch, where did you go?  Why did you pick that place to go?   Was it: a) convenience, b) a good deal, c) just great food, d)meeting someone, e)other etc.  What if your favorite restaurants knew why you went there?  What changes would they make?  Do you ever get asked your opinion?  Take another example near and dear to my heart: the health club.  The club I go to is constantly tinkering with the experience.  Some things work, and some don’t.  Some things make it a better place to go (e.g. expanding the floor space) and some don’t (e.g. putting annoying extra commercials on the already small TV’s).  One thing that never happened at the club, no one asked my (or anyone else’s preferences).  Making a better experience does not come from one person’s head.  Since we collectively create that experience, don’t you want to know me?