Many online business models make timely customer service problematic. When something goes wrong, often the only person reacting to it is the customer. Amazon is advancing this model in its video streaming service by enabling automated refunds to customers who have received less than ideal service due to a problem on Amazon’s end. The systems developed by the distribution giant automatically detect situations sub-par service instances affecting user experience, and issue refunds. This model is more expensive, but CEO Jeff Bezos notices that it “surprises, delights, and earns trust,” which may be more valuable in the long run than the small amount the company may refund.