People are lazy. We always try to maximize our efficiency by minimizing our efforts. Some would call it progress, others the definition of efficiency, but in fact, it is plain laziness. In dutch we have the following saying: ‘gemak dient de mens’. This roughly translates to: ‘it’s nice not to make an effort’. Nowadays, not making an effort is exactly what we are searching for; in everything that we do.
Almost everything you think of already has a ‘subscribe now’ option. It seems as if humanity is being automated. You don’t even have to decide to buy something; before you notice something is running empty and some new item is already delivered to your residence.
Consumer Value Creation 