This is what most UX designers do for a living. They think about the small details which get overlooked while everyone is in a rush to build out x feature/functionality.
It's what creates emotional connections to products and services which builds strong customer loyalty and helps word of mouth.
Just like how they used to know your name at your local small grocery store, those intimate details go a long way. And in commoditized situations people are willing to spend more time/money or go out of their way to use your product.
Dan Norman talks a lot about this in his "Emotional Design" book. It's the design stuff that goes beyond merely functionality and most efficient problem solving (ie, obsessing about fewest clicks to do x, instead of the wider experience where adding a communication step might improve the emotional experience).
But often it is a luxury for many smaller firms struggling to just get the functionality part right, which is why this person buying up gas stations, providing time and capital, and giving them the attention they needed is working so well.