But when we start charging people for things, they have an expectation about getting good service.

FORBES: Liveblog: Kleiner Perkins' Social Web Fund Event

Worse, subscribers will be losing their expectation of privacy from their own service providers.

CNN: Will your Internet provider be spying on you?

It is the contrast between this hard service, and the expectation of further cuts that leaves so many in the army upset by current policies.

BBC: Changing balance between UK reservists and regular troops

More importantly, it also identifies the expectation levels held for the loyalty drivers for the Ideal product or service.

FORBES: 50,000 Consumers Vote Their Loyalty to Brands. Results Are In For Apple, Amazon, Apple, Call of Duty, Twitter, Apple, Halo, and Samsung Brands

He said there was an expectation things would improve - and the next few years would be crucial for the service.

BBC: Mental health services 'deteriorating'