The company name is a bit like a friend, and the serviceperson wearing the company logo is like the friend of a friend. As we all know from our personal experience, consumers seek trust. What is less obvious is that entrepreneurs supply it. Meineke is at the interstate exit precisely because there is a trust problem to be solved and profit to be had in solving it. The franchise relationship is just one example of a general pattern of trust-making practices.
Consumers demand trustworthiness, and entrepreneurs profit from supplying what consumers demand.
When people bemoan the imperfections of the current business climate, they often take for granted the degree of comfort, safety, and trust they have become accustomed to. They forget these things have been achieved by a process that arose to meet the problems of the day and will rise again to meet new challenges. Perfection is never reached because imperfection is constantly reinvented in our own minds. Regardless of the absolute level of living conditions, human beings will find things to improve. Free, voluntary action addresses whatever problems individuals currently perceive, and remedying these problems itself creates profit opportunities.