I don't think I understand what you mean... Do you mean swapping the roles via inverting the sense of "giver of something of value" and "provider of service"? As in:
"I provide Google the service of access to my personal data, and they give me use of Gmail as a payment, therefore Google is my customer."
"I provide my vendor the service of access to currency, and they give me a product as a payment, therefore my vendor is my customer."
That seems like a stretch, so I must be missing something.
I've been getting these infinite loops at login in gmail about once a week now. It's getting ridiculous. Google, please fix this. Sometimes clearing cookies doesn't even help
"I provide Google the service of access to my personal data, and they give me use of Gmail as a payment, therefore Google is my customer."
"I provide my vendor the service of access to currency, and they give me a product as a payment, therefore my vendor is my customer."
That seems like a stretch, so I must be missing something.