If you can build the trust of your customers it is a wonderful thing. I was about to post a link to Jason Kottke's wonderful donut man piece (and there, I have done) but then I found this from Matt Haughey which I thought was an interesting twist:

The story of the donut man reminds us all there are two ways a business can view people crowding around their valuable products: either as thieving pirates that must be stopped at all costs, or as potential customers that can bring in a lot of money [Donuts 'n Porn]