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The article looks at the health spa industry in the U.S. The author discusses the increase in the number of spas, and describes her experiences at several spas, including the Golden Door, Rancho La Puerta, and the Canyon Ranch spas. The author highlights the different services the spas offer, and provides advice for readers on how they can choose the right spa for them.

The article presents a humorous look at consumer services that meet the needs of niche markets. The author discusses the Alibi Agency, a company that provides services to cheating spouses, and other specialized service companies. The author proposes that he will create the "Assisted Thinking" service, which would be designed to help people keep pace with the massive amount of knowledge in the modern world.

The author comments on the efforts of service companies in the U.S. to help people manage different aspects of their lives such as chores and shopping. The company Streamline.com, which offers help with different chores, is described. The author humorously proposes tasks that Streamline could perform, and reports that he enjoys doing the chores Streamline performs.