The feeling of being important.

'Susan, the waitress, didn't bring over the bill until Larry motioned for it, as is the custom in Europe. The message is: No rush, take your time. You're important here.
But instead of a bill, Susan presented us with a comment card with a dollar paper-clipped to it. "I want to thank you in advance for filling out this card, "she said to me. "And when you're done, please accept this crisp new one dollar bill as our thank you!"
(Subir Chowdhury, The power of six sigma,p112-113)