I'm with Hiddy, both personally and professionally. I employ a few hundred people who provide a service - although in this case B2B rather than B2C,- and the occasional time I receive a letter describing exceptional service, over and above the expected norm, I have to admit it concerns me. I don't want my staff going over and above the expectation, as I set the expectations, with a view to provide good, acceptable, efficient service to everybody, whilst making a profit. Anything more runs the risk of either a) reducing the service provider's ability to provide an acceptable service to everyone else, and, or, b) raising unrealistic expectations of the service offering.