'Why can't the IT organisation provide a better level of Service ?' 'Why does the IT organisation budget have to be so large?' 'How much will it cost to implement and run this new System ?' 'Why do we spend so much time performing redundant tasks, like reprinting large reports that are not read?'
For instance, it may not be possible to provide a higher quality of service to an individual Customer even if that Customer is prepared to pay a premium for it, nor to provide less service to a Customer who expects a discount.