It's not your role to reward a service person, it's the employers. It's there job to provide GOOD SERVICE. And you don't tip for that reason, it is a cultural obligation, where if you don't tip you are ridiculed or considered cheap. There are social pressures that keep you tipping. Tipping rewards the rich because the business owner doesn't have to pay a living wage to it's workers, it uses it's customers to subsidise wage payments. I live in a country where TIPPING is non existent, if service is no good, we don't go back. SIMPLE ! If service staff don't perform, they LOSE their job, plenty of incentive in that. Employers pay a living wage and let the customer decide the value. It's sad Americans don't even recognise they are brainwashed and NOT tipping voluntarily. What a fucked up Country!
I see it the other way around. Going to a restaurant without tipping would mean the waiters would have no incentive to do a good job. The company could fire them, but they would just hire another young person who wouldn't give a shit, because they're only making 10 bucks an hour. Furthermore, if the company was paying their waiters a flat 10 bucks an hour, they would have to raise the price of their goods. Therefore screwing the customer. I think the system works perfectly, and couldn't imagine how fucked up it would be without tipping.
Again, tipping is not a requirement, and I don't think anyone in America sees it that way. Furthermore, it has nothing to do with the business owners income. The employees wages are built into the price of the product.