I do not know about you, but I live in the realm of services. I don’t buy things for a long time, but buy services. Things are secondary to the service.
Each of us has a difference between the desired and the real state of affairs. Between the ideal image of oneself and the real self. One has a chasm, the other has a small strip of shadow.
Extra Mile * is a curious idea. Everyone finds something in her. For some, this is just an idiom, an example of English-speaking wit. Something far from our daily lives.
Many companies require agencies to "free creative." Agencies immediately wrinkle their nose and say that only cheese in a mousetrap and all that is free. I think no.