They are all providing a service and you as a customer can choose to use them or not (Your terms). If I choose not to use them this month, none of them will refuse my business next month. If they refuse my custom I am not going to recommend them either.
I try to provide my customers with a service I myself would be happy with. I really think customers appreciate a little consideration of there wants and needs. This appreciation can manifest itself in many ways. I find recommendations from existing customers back up this work ethic.