In a traditional bricks-and-mortar environment, users are generally patient and can tolerant a little inefficiency. For example, when shopping in a department store, people might be forgiving while service personnel look for the desired product, or while waiting to make their purchase in long checkout lines. In the web world, however, the same people take on a different personality that's not very forgiving. Customer loyalty is not very high, and people expect very high performance from the e-business. The reason is that the competitor is not a few blocks awaybut a few mouse clicks away. iDBAs are pushed to ensure that response is fast.