Can we say 2+2=5 for the Customers?

After reading through the proverbs and customer service quotes like;

"There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else." Sam Walton

"Customer complaints are the schoolbooks from which we learn." Author Unknown

"Here is a simple but powerful rule - always give people more than what they expect to get." Nelson Boswell

My thoughts are flying around and started to think that the customer services are not just like 2+2=4 but rather 2+2=5 which means we better give or provide more than what the customers expect. At least, giving one extra thing or service per customer can bring a great success in doing business. What do you think?

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