So much of life is expectations. Shannon at shannonsays.com has a great post about Jetstar, the new budget airline in Australia. The no-frills approach means no seat assignments, no food service, and no refunds if you show up late. This seems to be upsetting Aussies who expect more from an airline.
There is a lot of talk about exceeding your customers’ expectations, but there is an edge (see free prize inside) by offer less than everyone else. You just need to make sure your customers have adjusted their expectations.