Taking it personally
Yesterday, I visited a shop that only sells children's books. The store was empty and I asked the clerk, "Do you know where I can find Yertle the Turtle?"
He walked over to the computer, typed a few keystrokes and said, "I don't think we have it, do you know who the author is?"
[I found the section myself--they had three copies]
It's possible that he thinks his job is to be a clerk, to keep people from stealing things, to type letters into a computer and to read the results out loud as he stands at the cash register.
If that's the case, this store, like all stores staffed by clerks who are taught to be merely clerks, is doomed.
On the other hand, it's possible that his job is to take it personally, to be interested, to notice, to care, to add more value than a website can.
Who gets hired, how are they trained, where is the magic?
What happens when the boss cares enough to only hire, train and work with people who take it personally?