Systems are awesome right up to the point when they apologize and offer the client twenty percent off when the client needs something different. They’re wonderful until they break the relationship with your customer. Systems don’t solve every problem and there has to be a system for dealing with system failure which kicks in before the client melts down. Every institutional advantage comes with some kind of drawback. It isn't always big, it isn't always exploitable, but in this case, the systems that allow the big firms to remain big gives you the opportunity to create a massive advantage. Sometimes the system needs to be “STOP THE SYSTEM”. Sometimes we need to hit the big red button on the assembly line and talk to people as if they are real people.