How to be different giving the same service?

Our local board is considering a single showing service for all our members. You know about showing services - they make the appointments, log them in, some have websites for the seller and agent. The showing agent calls the service and they set the appointment based on the listing agents showing instructions.
So why would a MLS board want to get involved in that? Because with a single service, a button could be place on the listing info. When you pull up a listing that your client wants to see, click the button and put down the showing time/date. They email you the appointment verification, and give you a map with your showings on it. Great time saver. Less phone calls for showing agents. What could be wrong with this?
I spoke to a broker who's company is not for such service. But his reason puzzled me. He said that He doesn't want the board selecting our supplier (I can understand that part) because he thinks that all brokerages will just become the same. All services would be identical for all the brokers, so why would an agent care where they work. Was that a similar question 40 years ago? When people wanted to show listings to other agents?
To tell you my slant, I'm for it. Tremendous time savings for Realtors, the power of an entire MLS to customize service. Clients will get better communication with web posted showings, etc. And, Realtors will have MORE time to Really personalize their service.
As a Broker, I find companies differentiate by personality, services the company offers, advertising, training, etc. My company wants education for our Realtors. And we're willing to share our expertise with other companies so ALL Realtors will be more professional. And I will benefit from industry improvements.
Does that lesson my differentiation? I don't think so. I advertise with my car. Lots of time getting the Website SEO'd and different. Bought a tent for Open House Parties. Sponsor a Radio program weekly called "Make a Difference Monday" that picks outstanding citizens and awards them weekly. We customized our CMA process so that every CMA is a full listing presentation for our Realtors. I simplified services for our Agents, the split is the split, everything else is included (printing, copies, phone, etc). Virtual tours are company sponsored and created. On and On.
Here's the Rub. As a Broker/Owner, I use IDX. Other companies do too. Other companies have Virtual tours, we put up signs, lock boxes, have open houses. So Standing out is more about creating out of the box. Doing what the next fella won't do. Early in my career, I painted, put up siding once, even gutters to get homes to close. I got lots of referrals. Because I cared, and people believe it. I still see those clients, because they remember. So as an agent, as a Broker Owner, I know what makes me different is: I'm not a salesman, I'm a peopleman. And as long as people are my focus, I will always be different then the next guy. I'll always find a new and different way to appeal to buyers and sellers because the market is always changing.
I won't be the same as everyone else just because I share the MLS, Showing service, or lock boxes.....