Made my first Sweetwater purchase yesterday, online. About 10 minutes after I placed the order I received a phone call from them confirming the order and giving me an estimated delivery date. Then they followed up later with a personal email from an actual individual sales associate person. Wow what service. Now I feel guilty I haven't always ordered from them in the past. It's easy for a retailer to lose a customer forever. But it's also possible to make a lifelong customer, with just a few simple gestures.