Seth Godin says he thinks that consumers want things like interaction and respect instead of perfect, now and cheap, but I don’t know that I agree.

I think the only thing that drives what a customer wants is value. But, value is always defined differently. For example, I just bought a gym pass.

Value: price, location, exercise. That was all more valuable to me than my dollars.
For someone else, it could be that it’s the perfect place, they can pay for it now, and it’s cheap. So, the consumer wanted perfect, now and cheap, and they were all more valuable than their dollars.

Was interaction valuable to me in this case? No. I didn’t want it. I knew what I wanted, and I wanted to buy it and be done. To me, interaction meant pushy gym pass sales people. I got what I defined as “value” out of the exchange, and that was location and price. (The exercise part is up to me).