Ten years ago, Lusch and Vergo wrote an article in which they explored what they believed to be the next dominant logic of marketing, the so-called service logic. This logic suggests that firms should customize offerings and maximize consumer involvement to better fit consumer needs (Lusch and Vergo, 2004). Now, ten years later, this service-logic is more than accepted as many firms do not only provide a service to their consumers but are facilitating a service provided by consumers themselves (Wind, 2008).