It's all your fault...
I guess this is a case of saying there is business out there that could lead you to spending more with us but you're not winning it ....so we really wanna give you a hand.....
Ask any distributor to indicate precisely how much 'services' revenue is billed. The answer is likely to be minimal and considerably less than 10%. Services such as these are designed specifically to spur on spend on traditional product delivery. More formative thinking is required.