We generally wander around with shockingly low expectation of the quality of our interactions. If someone manages to serve us without messing up the order and is pleasant to be around, we will spend days bragging about our awesome experience.
There's a lot of opportunity for anyone willing to build a system that can exceed our expectation of doing things "The Usual Way".
Yes, it takes thought and effort. Yes, it may cost more to be slightly above average. Great is more expensive still.
But I expect the returns exceed the marginal cost difference between "Usual" and "Great".