Seth Godin writes that "The closer you are to the point of need, the more you can charge. Pizza at the airport costs five times more than pizza on the way to the airport..."
Interesting observation. The IT department could learn from this. Often they are located away from the users, on different floors, buildings, countries and even continents.
IT needs to get in there alongside the users. That is where the pain is. And that is where IT can deliver the most value.