Business that requires direct customer service, that’s where. If the post’s heading attracted you, you should give this HN thread about Google Checkout woes a read. As many on the thread point out, there is a upper bound you hit when optimizing customer service against efficiency. After a stage, the more you serve, the less you can attend to them when they have problems. So, you automate and automate and hope all customers will be robots who follow a process without error. But, then, as always, reality intervenes. Clearly, Google isn’t the only company you can beat in this area.