From the article: A customer who only bought goods for $10 might be complaining about some nonsense and your immediate reaction would be to dismiss him/her. Hold your horses! Don’t jump into any decisions so fast, let’s analyze the facts. A customer who bought goods for $10 will be buying $10 worth of goods tomorrow and day after tomorrow. So he/she will be spending $70/week that will be $3640/year let’s say he/she lived for 70 years, the amount they could potentially spend is astronomical $254800 and talk about the referrals they could make you in those seventy-year span! The little guy or girl is not so little anymore right.