An economy of tune-ups

Stephen Baker

Waiting in line at my local branch of PNC bank, I see they're offering financial tune-ups. Yesterday, my research (whether you believe me or not) carried me to the e-harmony dating site. They're offering marriage tune-ups. (Talk about extending a franchise...) In the old days, cars got tune-ups. Humans went in for check ups or consultations. But those sound boring. They maintain, but don't enhance.

My question: Do we go for tune-ups because we feel like machines? Or is it because the rest of the world treats us as such?

Before it's here, it's on the Bloomberg Terminal.