This post was excerpted from his new book, The Intention Economy: When Customers Take Charge, published by the Harvard Business Review Press.

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"Sprint is proud to offer Wireless Accessibility free of charge to help our customers with disabilities take advantage of the full functionality of their smartphones, " said Fared Adib, Sprint vice president-Product Development.

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Such fees, which have been discussed by a number of institutions, could become more mainstream as new regulations capping the amount banks can charge merchants when customers swipe debit cards take effect.

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Customers have a chance to return merchandise (free of charge within 21 days) and they will take advantage of this privilege by ordering more than they will keep.

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