Some businesses are, by some default, allowed (and expected) to be passionate about what they sell. Examples are hobby shops, pet shops, and toy shops.

When these become "Big" businesses, however, they seem to lose that passion. Contrast your local toy shop with Toys R Us – which is nothing more than a soulless, fluoro-floodlit warehouse. Why is this?

Then there are those businesses we expect to be dispassionate and boring. Like banks, law firms and funeral parlours.

Imagine what Toys R Us could be like should they redicover their inner child and stop operating warehouses. Imagine what a truly friendly bank would be like. Imagine "ABC Funerals - we are passionate about your death"...