The customer isn’t always right. When people start businesses they usually will work for and serve anyone with a pulse and a checkbook. The problem with catering to everyone is that you end up not being able to say no to anyone. When you can’t say no to anyone then you’re not really providing a service, you’re just reacting to demands.
Offering a service is active, responding to demands is reactive. The difference is that your customers run your business instead of you. If you don’t feel in control of your business then it’s likely that you’re not.