Supporting your own marketing is a demonstation of believing what you're selling. Business owners may be in the business of risk, but strategic planning can help reduce the amount of risk involved.
Have you noticed customer service seems to be losing its sex appeal? I have. I don't mean everyone should dress like the ladies from "The Tilted Kilt". Instead, businesses should focus on what made and keeps them successful: 1) a great product or service, and 2) sexy customer service.