Tell me if you’ve ever done this: I was plowing through multiple purchases on Amazon and apparently missed the “choose your size” option on a dude-bracelet I bought. I wouldn’t have known until it shipped to me and didn’t fit over my fingers…except someone from Dyoh Jewelry called me a few minutes after the transaction went through. He introduced himself by full name and wanted to make sure I realized that I ordered a size 6 bracelet, which is smaller than the average man’s wrist. What a fantastic save by them! Could this have happened at a big box chain? Possibly. But more than likely not. That’s the competitive advantage of small business – move quickly and react to every customer as if he was your only.