Yesterday night, the dry cleaner emailed to ask how I felt about the experience of dropping off my dry cleaning earlier, and today the company that does my car insurance wants to know what I think of it. Except that it doesn't - it actually wants me to spend ten minutes ticking boxes in a survey run by a third party. If only I was enough of a nerd to call up the company directly and offer my views.
A phrase I haven't heard for a while is "work to rule". Back in the - seventies, maybe? - it was an industrial-relations thing: you work exactly to the letter of your employment contract. Short of a strike, but making a point by being deliberately inflexible. Perhaps the online-marketing equivalent would be taking everything absolutely literally - rushing into the nearest branch and sharing the excitement with the staff behind the counter, every time an offer arrives.