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Working at a high-touch hosting services vendor I understand all customer requests to be something that must be individually considered and addressed - but that's within the context of a much larger hosting partnership that funds such consideration on a regular basis.

Is there risk to the "positive" reputation you may get from doing this on in a B2C or low-touch B2B environment? Will this re-anchor customer expectations and lead to disappointment when receiving standard support?

I'm trying to think of a B2C company that's known for freebie's and a "customer is always right" attitude (names are escaping me at the moment). I'd feel slighted if I didn't receive that exceptionally high service level associated with the brand.