For example, I live in a small town with 3 high end customer service call centers that I know about (there's probably more I don't), and the rates they pay are well below national average because the cost of living is low here. In my area one could build a team of world-class customer service reps in a matter of weeks, pay them better than any place in the area, and have an experienced and high quality staff immediately available when more staff are needed.
Of course I'm not knocking Santiago; having the ability and the qualities necessary to build a quality customer service team is extremely valuable no matter where you are.