To make a statement to return serve (see served)
In order for self service to occur, the subject must state a fact that is obviously incorrect, mispronounce words or to basically make a fool of one's self in a feeble attempt to make a own of another individual. A successful 'service match' requires an umpire.
Once self-service has occured, the individual who served himself got owned.
(Note: whilst serving at a 'basic' level, serves don't need to make much sense).
Oli: "So's your face!"
Chris:"So's your mother's face".
Oli: "Uhhh...if my mother's face is gay, what does that make mine?"
Umpire Sean: "Lol, self service!"
Chris:"You got owned buddy"
*walks off with the ladies*
In this example, note the similaor subject between serves, this is common whilst servage is occuring. When a Ralleigh gets going, serves tend to get more complex.