Rhythm
Fundamentally the toss is a balletic dance between the hitting arm and the tossing arm. As the weight goes back, both arms come down together, but the tossing arm turns around immediately and heads briskly back up into the toss while the hitting arm drops straight down and back under gravity, hanging limply for a moment, relaxed with the elbow straight. This casual and diffident treatment of the hitting arm is actually an important trigger and results in several significant effects on both the service toss and the service motion itself. As the hitting arm falls under the influence of gravity, the elbow extends, and the biceps relax. This position of the hitting arm rules out sympathetic contraction of the biceps of the tossing arm. When you contract a muscle of one limb, there is a tendency for the same muscle on the opposite limb to contract. This phenomenon is called sympathetic contraction and has been well studied; an injured limb can be conditioned by exercising the opposite limb, and using your free hand while holding a firearm can result in an accidental discharge. Sympathetic contraction mostly happens when your brain is busy doing multiple tasks, such as tossing a tennis ball with your left arm while bringing your right arm into position to hit a serve. If your right elbow is bent or bending before you release the tennis ball with your left hand, the left elbow will involuntarily bend and hook the ball over your left shoulder (see Toss the Bouquet Syndrome). A subtler version of this syndrome may result in a mysteriously erratic toss and an inconsistent serve. A video survey of pro serves reveals that 80-90% of pros keep both elbows extended until after the ball is released in the toss. Getting the tossing arm up early - before the hittting arm, is a race that you must win every time if you want your toss to be consistent.
Freeing Up the Tossing Arm
You throw the ball with your legs, your back, and shoulders. Remember that there are two joints in the shoulder; the superficial glenohumeral joint at the top of the upper arm and the deep shoulder girdle - representing the movement of the scapula over the chest wall (this is what you 'rotate' when you shrug.) You must use both shoulder joints to toss the ball. If you bring the arm up using only the glenohumeral joint, you will start to feel resistance just before you release the ball and that will result in a disastrous toss. Similarly, if you don't tilt your shoulders (tossing shoulder up, hitting shoulder down) and lean your body back (see Attack Angle of the Serve) both the glenohumeral joint and shoulder girdle will meet with resistance as you bring the tossing arm up. You need the tossing motion to feel as effortless and smooth as possible or it will be jerky and difficult.
Reverse-rotation
Finally, you need to get your chest "out of the way" of the toss. That means the shoulders and hips have to turn your body away from the net (i.e., show your back to the net) so the tossing arm has a clear and unobstructed path. This move away is reverse-rotation and is the foundation of the unit turn of the serve. The feeling should be that the toss is not in front of your body, it is beside it, and since most pros bring the tossing arm up more or less parallel to the baseline, you really have to get your hips and shoulders cranked around before you release the ball.
Spindirection
Closely related to the need for Counter-rotation on the serve is the need to resist, with all of your heart, mind, and soul, the almost irresistible temptation to turn towards the net during the unit turn portion of the serve. We all carry, in the deep recesses of our brains, a distorted and false image of a serve that culminates with our shoulders square to the net, hitting arm up and leaning forward like Superman about to take off. A proper serve is not hit that way. All of the effort of the server, the toss, the swing, and the body should, no, must be oriented towards the right net post (for you lefties, that would be the left net post). The reason gets back to spindirection, the principle that all balls in tennis must be hit with spin, not because we want the spin, but because we want to maximize control, power, and consistency all at once, all the time.
Spindirection is nowhere more essential than in the serve. Hitting with at least some spin on both the first and second serves maximizes all of these goals and prevents one of the most grievous errors on the toss: rotating your shoulders towards the net during the toss. The toss occurs during the Unit Turn phase of the serve. As in other stokes, this phase is responsible for establishing dynamic balance and turning the hips and shoulders away from the net, roughing out the body's position and the racket on the way to a consistent pose. The unit turn of the serve is by far more complex, elaborate and finicky than in any other stroke. For one thing, the serve unit turn includes the ball toss, so it cannot be as violent and "rough" as, say, the topspin forehand unit turn. That is fine because we have plenty of time to execute the unit turn in the serve - there is no way for our opponent to rush us. So with this happy surfeit of time, there is no excuse for not reaching a satisfactory trophy pose on the serve. And yet, we are all a little afraid to turn our backs on our opponents during the serve unit turn. There is a strong, paranoid impulse to reverse the unit turn before we get the racket all the way back, and that always monkeys up the toss. I am convinced that this is the reason for the popularity of very closed, back-to-the-net starting positions of the feet that we see today. It promotes the reverse-rotation portion of the unit turn by making the back-to-the-net position part of the initial stance.