Does putting the customer first imply complete capitulation to his/her whims and desires?

Just about all companies' successes are highly dependent on the degree to which they can attract and maintain customers. In order to do that, customer satisfaction is placed among the top priorities for such companies and so the customer indeed, should be placed first. However, there is always a red line. To understand where that red line is placed, one must be aware of the fact that the sole purpose of these companies is to generate profit and that the practice of customer care is essentially for that purpose. When the degree of customer care reaches a level that is excessively costly and clearly cannot be compensated by what the customer is able to offer (whether it be financial tinder or positive feedback about the company throughout their network), this is where the red line is drawn. It is crucial to note however, that the red line should be drawn seamlessly in a way where the customer feels rejected as little as possible and remains respected and valued as much as possible.