Key to the firm's strategy isn't so much discarding manufactured goods for pure service businesses.

FORBES: GE, At Your Service

But the age of medicine as a pure public service is over.

ECONOMIST: Repositioning the WHO

For most users of the service, the campaigns are pure self-service, with no IT required.

FORBES: Connect

Though inside sales frequently involves an element of inbound call handling like a customer service department, in its pure form it is not customer service.

FORBES: What is Inside Sales? The Definition of Inside Sales

Since ballplayers are not pure commodities--service time counts as much as past performance in the league's salary structure--finding those solid contributors for little money can be the difference between a decent team and a champion.

FORBES: Magazine Article

Do you think we need to purchase the extended warranty service known as Audi Pure Protection?

WSJ: By JONATHAN WELSH

Since joining KPCB, Hearst has taken board seats on companies ranging from pure new media plays--like AllApartments, an online apartment hunting service and Preview Travel, a popular travel service site--to more esoteric high tech companies like Juniper Networks, a networking company and Viewpoint DataLabs, a 3D graphics company.

FORBES: Polymath scion