Priscilla La Barbera, a marketing professor at New York University,says, "People are beginning to realize that their time has real value." Brian Wheeler, who runs a concierge service in Washington, D.c. that performs personal tasks for busy workers says, "Many households have two adults working full time, people are working longer hours, and traffic in our region gets worse each year. When you combine these things, there isn't much time for anything outside of work and life maintenance stuff. We give them a hand and magically get things done for them during the day so that when they get home they can actually unwind or spend quality time with their family.