When I was a Freshman in high school in the Chicago suburbs, the coolest thing you could do on the weekend was round up a group of friends, take the commuter train into Chicago and eat at a tourist trap diner called Ed Debevic's. On Saturdays it wasn't unusual to have to wait hours in line before getting a booth. If you were lucky, a waitress would amble to your table, plop herself down next to you, pop her gum a few times, roll her eyes at questions such as, "Can I have my dressing on the side?" and guarantee that you would get your food "when it's ready."
People paid more than they would for the same fare at any other diner, buying souvenir T-shirts while they gladly waited hours to get into the place. That was the requisite price of saying you ate at Ed Debevic's. Somehow, by enduring the long wait and brash service you were officially cool. The diner is still a local favorite.
Even as a 14-year-old, the irony wasn't lost on me--the notion that a company was making money off of unique, but not exactly exemplary, service. Still, there were many things that I bought under an implied agreement that it was not about me, the customer, but rather about something else.
Perhaps women over 30 will remember those ugly black rubber bracelets that girls used to buy at the Limited Express and snake up their arms in the 80s? Each piece of low-grade rubber was $1, and only the coolest girls had dozens of the things, along with even uglier flourescent versions, limiting their carpal movement. But hell, Madonna wore them, hence wearing these things meant rebellion of a sort, even if you had homework and a curfew.
Similarly, Ed Debevic's had created value from an aesthetic--in this case irreverent, small-town, big-attitude dining experiences. This form of sass that Ed Debevic's waitresses served up so well is what I call "Institutionalized Attitude"--it's served with a nod from the customer, like a the Daily Special.
Institutionalized Attitude has been the secret sauce floating a number of stellar businesses--Calvin Klein, Tiffany's, Apple, immediately come to mind. People who spend money on their products are also purchasing the right to belong to it's clientele. The onus is on the customer to belong, not on the business to win over the customer.
Still, I wonder how far attitude--or valuing cache over quality, can succeed in the long-term today, when successful businesses are partnering with customers--not insisting they know better than them--and when customers are customizing (no pun intended) their experiences, not allowing businesses to dictate what that experience should be.