I'm quite sure some some people do take pride in providing that level of service. There have been some fascinating fly-on-the-wall documentaries in the world of ultra-high net worth individuals recently -- top-end hotels, exclusive services you'd never imagine existed, and so on. Some of the people interviewed seemed to be genuinely happy, and often proud of what they did and their ability to satisfy obscure requests or handle strange emergencies or pay extraordinary attention to details.

It also wasn't uncommon for people in low-ranking jobs to be asked if they'd like to swap places with their clients and practically fall over themselves to say no. As one of the cleaners at a world-class London hotel said, she doesn't earn as much in a year as her current guest earns in an hour, and the bed does look comfy, but at least when her work is done for the day she won't need to be surrounded by security guards before she can even leave the building.