Service orientation in software engineering offers the solution of the problem how to react on the quickly changing globalized environment. The properties of service-oriented software systems are substantially enhanced if the service interfaces can be user and business oriented. It has consequences for the use of standards. We show the ways of the flexible implementation of user-oriented interfaces for existing applications. The implementation uses specific infrastructure services. The concept of infrastructure services can be used for portals and for flexible business process control services. We show that several known object-oriented antipatterns are in fact leading patterns in service orientation. Many issues in service-oriented development are caused by the fact that service orientation is for many developers and users a new paradigm requiring new attitudes and solutions for both developers and users. Some typical reasons of the issues are discussed in details.