Good point Tom....I further offer that these moments are memorable because they connect with us emotionally, particularly the "intense" ones. Nonetheless, your product and service must make an emotional impact to be remembered.
Nobel Laureate Daniel Kahneman (a psychologist who won the Economics Nobel) tells us, as reported in the February 2005 issue of Psychology Today, that our memories are very selective. In particular, no matter how extended an event (party, commercial transaction), we form our view and make our evaluation based--with dramatic skew--on the "most intense moments" & the "final moments." This is yet another Compelling Argument for...EMOTIONAL EXPERIENCE MANAGEMENT! (For all of us! See immediately above.) The "final moments" evidence is particularly startling; e.g., one goes to a brilliant, 4-hour dinner party...yet three months later we only remember that two guests exchanged heated remarks on the way out the door. (Etc.)