"In 1991, a customer wrote to Herb Kelleher, chairman of Southwest Airlines, with an unusual complaint: “Dear Herb: … Last week in my journey to SFO someone put the toilet paper in wrong. Any damn fool knows the papers come out the bottom of the roll and not over the top. I couldn’t figure out how to correct the error …”[19] Kelleher replied, copying his senior management committee, general counsel, and customer relations manager: “Dear Jim: What the hell were you doing upside down in our lavatory?”[20] Kevin and Jackie Freiberg cite this episode in their book Nuts! as an example of Southwest’s unconventional approach to customer service."