Services and the service menu appears at the bottom of the contextual menu actions when you right-click (or control+click) any item in the Mac OS X Finder. These typically perform various actions, ranging from launching the selected file or folder in a specific app, to conversions that you’ve created yourself through Automator actions. Here is what the Services menu looks like if you are unfamiliar with the name, again this is visible with an alternate-click in the file system:
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