Customer Advocate...

Yep.

10 Ways to Please Us, the Customers - New York Times: "DEAR electronics makers,

You must be getting pretty excited about the holiday season. No wonder. That's when we, your customers, hand you a huge chunk of your annual income - about $17 billion of our cash.

But what will you give us in return? Yes, of course, the finest gadgets technically possible for the amount we're willing to pay. But what else will you give us? Do you really want to earn our love and loyalty? Do you want us to be back next year?"