In "Rework" by Jason Fried, the author highlights the irony of corporate messaging that claims to prioritize customer satisfaction, yet fails to deliver on that promise in practice. He uses the example of being put on hold for extended periods, where companies tout their value for customers but do not take steps to provide adequate support. This disconnection between words and actions illustrates a common frustration many people experience with businesses that prioritize efficiency over genuine customer care.

Fried's commentary suggests that companies should focus on improving their support systems instead of relying solely on artificial reassurances. The delay in receiving help reflects a lack of commitment to customer service, undermining the message conveyed in their marketing. By addressing these operational deficiencies, businesses can foster a more authentic and reliable relationship with their customers, rather than merely offering meaningless platitudes.