retail news in context, analysis with attitude

• The Wall Street Journal reports that as it tries to offer improved customer service, Walmart "is promising to staff each of its cash register from the day after Thanksgiving through the days just before Christmas during peak shopping times. The move, called the 'checkout promise,' is aimed at addressing one of the retailer's biggest customer complaints: long waits in checkout lines, which can cause even more frustration when positions aren't fully staffed. The pledge will cover hours typically on weekend afternoons but which can vary by store."
KC's View:
Not to be overly cynical about this, but what does it mean when a company needs an "initiative" and/or a "promise" to do what a competent retailer should have been doing all along?