Episode 3: Is the customer STILL always right?

With more entrepreneurs, existing right now, more small businesses and with less of a corporate structure - is the customer really still ALWAYS right? Corporations can easily adopt this rule, where they hire a whole customer service team who are trained to solve the customers problems, no matter what, and if that is impossible they said no in the sweetest way. When it comes down to the new age of civilization which we live in now, interactions are more close to home then ever before. Entrepreneurs, business owners and freelancers will find themselves speaking to their customers directly, and taking onboard all types of personalities; nice and not so nice. Are you willing to compromise on your own values, self respect, be prepared to take offence and potentially ruin your own day just to make the sale? How important is that 5 star review? With a few examples of my own, I ask you the following... Is the customer still always right?