Gas stations:

• tell me the actual price up front
• can provide enough product for local traffic
• have a real person available to help, standing right there
• give me the opportunity to shop around on price, brand preference, favorite color plug things.

My ISP:

• 10ish mbps when we feel like it
• itll probablly be less than $100, probably
• take it or leave it bub, or gtfo