The increasing battle for customer attention, loyalty and pocket makes every business a service business. Listen to Pavlo chat about this here.
The product is there to create traffic towards the business through its use and value but once a customer is there, the product is backed up by service promises. The experience a customer has with the product determines the success of the products future. Of course, the higher the price tag of the product, the more so this holds. Wrapping service around your product also brings very interesting additional revenue streams.