And yet we may realise every company exists by the grace or the customer but once they earn enough they think they, the company, may call the shots.
You see it all around you, whether your name is Apple or Shell or whoever.
I mentioned this before, regarding Shell in the Netherlands, before the euro we had the guilder, 1 guilder was 100 cents, similarly we had the nickel, 1 nickel was 5 cents.
At some point the penny was abolished and what did Shell do when you went to fill up, they put 2 cents on the pump, without you having filled up.