When the product you sell is an experience, you’d better make sure to maintain that experience.

A level of collusion is required from your customers to keep the appropriate illusions alive. It can be a challenging balancing act.

On a cruise ship for example, we all know we are paying for the privilege. But we don’t want to be reminded of it too frequently: such as the hyper-enthusiastic photographers who ambush you on embarkation after you have just walked 45 minutes to the ship with your luggage in the rain, who try to drag you into makeshift studios set up in public hallways when you were least expecting it, and who insist on photographing you with some random uniformed person just when you were settling down to worry a bit of risotto rice stuck between your back molars before mains.