The direct-response marketer is a hard nut to crack. He believes strongly that there is one way to communicate with an audience: Make an offer.
Certainly, he will concede that you have to have customer service, but this is a gnat-like cost of doing business. It’s not real marketing communications to the direct-response marketer because it doesn’t bring with it the important metrics of response rate and conversion rate. If it has those, then it’s real.