Right - I knew exactly what was wanted as an answer - the person asking the question wanted me to regurgitate their strapline like a mindless drone that would have indicated that I did my homework by reading up on their values - he wanted me to say "because of your fanatical support" ........... but I don't blow smoke up peoples ar*es to get in their good books - I have professional integrity and dish out my opinion when it's asked for - so my answer was not at all appreciated. My answer went along these lines :- "to be perfectly honest, I DON'T KNOW. You see, when I look at your website, all I find is "fanatical support" and "top 100 employer of the year" - but no compelling business reason why I should choose you over the competition. I WAS a prospective customer in my previous role and I engaged the help of both Gartner and Forrester to compliment my own team's research and Rackspace was never in the running. You see, as a blue chip company, I saw "fanatical support" as table stakes - I expected, no, DEMANDED exceptional levels of support as an absolute minimum entry level for consideration. In my previous role, we chose another provider and yet now that I have met behind the scenes staff during my interviews, I believe Rackspace would have been a more appropriate fit - but the message doesn't get through to prospective customers at all - you have a real problem that needs addressing and this is probably contributing to your year on year market share decreases (yes, I did my homework in more than one place). I mean, take a look at this, your flagship office, UK headquarters - I spent 15 minutes in the reception area and the only info I was presented with was a trophy case of "employer of the year" awards and NOTHING about winning any service awards, or any single drop of information that I as a prospective customer would have viewed Rackspace in a different light. No, I'm sorry, I don't know why a prospective customer would choose you - but if you hire me, I'll find the right story to tell because I know you have one and I will evangelise the message at every single opportunity, positioning you right in the front of prospective customer's minds. Which is what I suspect cost me the progression to the next round - I didn't "fit" the mould - pity, I think I could have made a difference.