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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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".