When adding complexity to a customer experience, we should ask if we do so to deliver more value or to put a patch on some insecurity of our organization.
Having customers queueing on the phone just means we are not sure we will be able to handle their questions.
Sneaking an hidden price in the service just means we are not sure people would pay for it.
Asking a question that does not change the transaction in any way when the customer is at the counter and ready to buy just means we are not sure we have enough information.
Pushing ads when the customer is seeking content just means we are not sure the customer would pay for the content alone.
Needs and wants are often fairly simple and straightforward, and it is worth the effort to attempt to meet them on the same field. On the other hand, fears and doubts are often quite layered and complex, and it is delusional to believe we can push them to the customers by keeping their experiences worth living.