Las Vegas casinos increasingly pay attention to their customers – their likes, dislikes, moods and patterns – in order to create an engaging experience. As Natasha Schull explains, the stated goal of these new designs is “customer extinction” – the moment at which the customer is out of money. This talk, essential viewing for anyone in the design or user experience fields, underlines the neutral nature of customer experience methods: like any tool, they can be used for good or ill.