Seth Godin talks about how important good service is online because, well, that’s one of the most important factors of ensuring success. Taking this into consideration, you can’t ever turn your back on customers, even when there are a few bad apples who abuse your services:
The temptation is to embrace only the advantages of the web and insist on eternal vigilance against the possibility of getting ripped off. To act as if everyone online is a criminal. To assume that the moment you are generous or trusting, squadrons of bad actors will exploit your generosity. I don’t think that’s the answer. If you treat people like criminals, the good ones will leave, because people have a choice.
The honor system [via Seth’s Blog]