When customers need to be monitored, there is an inevitable mixture of vertical and horizontal interactions within the exchange, and therefore a succession/combination of market and non-market processes within a commercial transaction which is often discontinuous. This issue arises above all, but not exclusively, in the field of services, in which servuction is the joint provision of services by the customer and the service provider. I examine possible solutions to this dilemma: how to control and possibly sanction people while nurturing the positive, friendly, and enjoyable aspects of the commercial relationship.