In the principles for the Experience Economy you are what you charge for according to Pine and Gilmore (1999). If you charge for a good you’re in the goods-business, if you charge for a service you’re in the service-business, if you explicitly charge for the experience people have with you, you have entered the experience business. However, by charging for the experience, you place experience in what Fiske (1991) has called the Market Pricing exchange relationship. Besides the critique on the whole development of taking more and more experiences and putting them in the commercial arena, research on the different types of relationships (of which Market Pricing is just one) shows that people are used to certain norms when they find themselves in certain contexts, and that they get very uncomfortable and even disgusted when deviant behaviour is introduced. In a world in which companies want friendships with customers, emotional bonds, affective relationships etc, companies should be very careful how to balance the market pricing relationship with the other types of relationships.