In interactive, I can't lead a person from Point A to Point B, but linear stories in a lot of cases are just a revelation of someone's experiences. What I can give people is a chance to experience things on their own. Whether that can be effective in having any emotional impact remains to be seen. An internal review of the Food and Drug Administration's Center for Biological Evaluation Research is criticizing that agency for amassing a computer inventory twice the size of its staff and for being unable to account for 36 systems that are missing and may have been stolen. I think the reason is that the expectations of the customers have risen rapidly because of information that's available on a real-time basis.
Information is a great thing, but it also results in people expecting to get more.
There's an idea of getting services along with the product itself. Customers were less hard on the manufacturers maybe three years ago. They were more willing to go off and contract with one company for products and another one for services. Goods are more complex now. Customers now want to be able to get an answer to a question, not just a product or a service.