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I seem vaguely to recall that a long time ago, servicing was something a bull did to a heifer or a boar to a sow. But it seems to be creeping in to general usage as a synonym for serving. Has anyone else noticed this, and, if so, could they shed any light onto why this should be?

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"Servicing" is also what a prostitute does to/for a client. It's why I get a little wary any time a business I patronize refers to "servicing" its customers. –  J.T. Grimes Oct 29 '10 at 22:33
    
Yeah, the most common usage that jumped to mine was the one Boofus suggested I'm afraid! –  Noldorin Oct 30 '10 at 1:23
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I've noticed it as well, and it usually makes me smile due to the distinct sexual connotation that people seem to have all but dropped. I think it just comes from "verbing the noun", honestly. "To service" is understood as "to provide a service to", which is effectively the same as "to serve".

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