Bright, helpful, results-oriented motivated individuals generate superior performance both in higher profits and lower costs. Yet how come so few firms do this? Why do despite new methods, technologies and best practices in e-screening and interviewing, e-learning and in-person training, voice and screen recording and quality monitoring and speech and desktop analytics and in supervisor management so many get it wrong: resulting in poor service, substandard sales and high and costly turnover? The answer lies in "HR": not just human resources departments but in the corporate "cost-center" mentality that staff are merely material: biomass to be sourced, transported (by themselves), sifted, processed, used and when finished, discarded.