GAFA have redefined how they view customers and create value in ways that have led to their unprecedented success: 1) They strive to make every person who interacts with their services a "customer" whether or not they make purchases, in order to build large customer bases. 2) They prioritize delivering sustainable customer value over short-term profits in order to earn long-term customer commitment. 3) By making their products and services highly useful and easy to use, GAFA have been able to massively reduce the time and effort needed for common tasks, learning up to 70 times faster.