Providing comfort means paying attention to the anticipator.
If you're one of the folks who has to go on service calls in the middle of the night (the coldest, darkest ones, of course), there's no question about it -- you're in the emergency business. And that's not all bad. For one thing, it usually pays pretty well.
But think about it. Emergency is supposed to mean that someone's life or safety is in danger. Do people normally die or get seriously ill from their house getting down to, say, 50 degrees in the few hours before the normal business day begins? When you think about, why couldn't they just put an extra blanket on and wait until morning?