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" ... Unlike other e-tailers, who automate everything according to the dictates of big data, Friedland prefers to run one of the folksiest stores in cyberspace. If the rest of the industry regards online phone support as an outdated luxury from Aunt Gladys' shopping days, that's fine with him. His key insight: Customers do a lot more business--and haggle less about price--if they feel they're dealing with people who care. The payoff: Build's sales last year totaled $525 million, up more than 16%. ... "