In their book, "The Must-Have Customer," Robert Gordman and Armin Brott give some valuable insight into what really matters in terms of customers. While the book goes over marketing in general, the basic idea, which many expert marketers will agree with, is that you don't always want more customers. It may seem odd, but you don't want more customers in general. As Gordman and Brott point out as a huge flaw in our perception of the buyer/seller relationship,