> They're inflating perceptions of their popularity and their importance. This is consistent with the reasoning behind naming their tech-support area the "Gen

> They're inflating perceptions of their popularity and their importance. This is consistent with the reasoning behind naming their tech-support area the "Genius Bar" and the technicians "Geniuses". When people call, say Dell, to complain about a laptop not working, they expect to talk to a clueless entry level technician. There is a bias for frustration. At the Apple Store, one has to make an "appointment", for the privileged of bringing forth your issue to a person with the corporate title of "Genius". People are less inclined to talk down to people who are important and smart. In fairness to the Genius Bar, their standards for customer relations are higher than the typical support org. For example, Geniuses will get a mandatory review if they have received a low customer submitted questionnaire rating.