These guys get it...
Amazon, iTunes, Highlight Cam, 360 Panorama, Cat in the Hat
They understand that in a world of instant gratification, the company that makes things easier for the user gets the sale. They understand that anything that bogs down the experience causes them to lose customers.
Why ask a repeat customer for their address? Why ask a caller for an account number when they entered it while they were on hold? Why ask someone to upload their videos to a computer, open a program, edit and then transfer the project to Youtube? Seemingly minor inconveniences become annoyances. Annoyances scare away customers and prospects. You can't eliminate them fast enough.
Work on making it easier for them...not for you.