Microsoft CEO Steve Ballmer is on CNBC right now, and Bill Griffith asked him if Microsoft was more concerned with creating innovative products, or making money. He said that Microsoft was more interested in making innovative products that would excite Microsoft's community of customers and get them talking. That in turn, would result in Microsoft making money.
Kinda sounds like satisfying the customers's wants and needs directly, so they satisfy your needs indirectly, doesn't it?
The Viral Garden, Marketing, Microsoft