Sometimes they will advertise, "Our customers are our masters." Is it not? But in spite of the flowery language - "Our customers are our masters" - this is business, because nobody is a qualified customer unless he pays. But service is not like that. Service - Caitanya Mahaprabhu prays to Krsna: "You do whatever You like, but still You are my worshipable Lord." That is service. "I don't ask any return from You." That is service. When you expect some return, that is business.
Talk on “Becoming Pure”, February 29, 1972