Obligitory:

This phrase doesn’t mean what everyone thinks it means. “The customer” != you, “the customer” refers to the market as a whole.

As in if I run Bob’s Hat Emporium and I only sell red hats, and purple hats become the latest fashion, well I best goddamn stock some purple hats.

It doesn’t mean that you gets this scarf for free because you found it in the wrong section, Carol.