In addition to the promise of a broad, loyal consumer base, social games offer the appeal of interaction with one's friends and family in the real world.

CNN: In virtual world, China consumers best the U.S.

He said security systems were in place around his surgery's service and the online offer allowed for a more flexible approach to patient interaction.

BBC: Harold Shipman successor backs online records plan

The (complicated) truth of the matter is that consumers increasingly expect companies to offer options for interaction.

FORBES: Are Companies Talking Too Much?

The Association of Small Schools says small schools offer a better education because there's a closer interaction between parents and teachers.

BBC: Quality is key for small schools