It's funny you mention that. I was in a seminar one time where the woman was talking about how your best customer service will be the expectation for average in the future. So if I have a good week and send out gift cards in 24 hours, everyone will be really happy and rave about the site. But if I send them out the next time in 10 days, people will complain and be unhappy. If I had ALWAYS sent them out in 10 days, people would probably have been perfectly fine the whole time. LOL!