“Fast, good or cheap — pick two” is a well-known piece of conventional wisdom about value. It’s an idea modern consumers are increasingly rejecting in favor of the belief that they can, and should, have all three at once. Merchants who don’t deliver lose out. It’s why Google is leveling up its offerings against Amazon. It’s why players like Averon and Semafone are building higher efficiency, lower-touch authentication solutions. Consumer attention is at a premium, according to Worldpay, and offering a multifaceted customer experience isn’t a goal; it’s just the table stakes.