If customers are willing to lend a little hand, this could lead to the creation of a pleasant environment for them and significant cost reductions through the transfer of service efficiency. An example of this is Firefly. Firefly is a network that creates virtual communities of customers by getting them to provide information about themselves and doing the work necessary to create a virtual community. After customers provide information about their book, music, and movie preferences, Firefly creates a profile that customers like. The information is then compared to the interest and liking profiles of other customers to recommend new music, books and films. This information is very useful for customers but represents a great resource for Firefly. They are able to sell this information to movie producers, record companies and book sellers. Customers are the co-creators of their own service and entertainment and produce a huge resource for them