For my own work, there's an explicit distinction between customer and user. Design the software for the user, design the marketing for the customer. For a more

For my own work, there's an explicit distinction between customer and user. Design the software for the user, design the marketing for the customer. For a more radical perspective, consider the old saw "You aren't [Google|Facebook|Yahoo]'s customer, you're their product." The customer is the one who pays for the service in cash.