In the long run I think people figure out that certain companies have integrity and do the right thing over and over again. For instance, I like ordering from L.L Bean. I get what I want and satisfaction is guaranteed. My Dad used to order from them because once he got a shirt and somehow it was just not right, they took it back, and replaced it with a new one - no questions.
Working with High Availability technical equipment and storage we have to spend literally hundreds of hours documenting how we do some things so we can repeat them over and over again. This is because we need to constantly improve our processes and procedures as the technologies we work with change. Very few of our customers realize how much we do in the background to document, test and improve our procedures. But I think all of them recognize that the Zerowait staff is dedicated to providing them with the parts they need, and that the engineering support we provide will be excellent every time they call.