If one imagines that intelligence and sociability are merely two of many possible desirable traits, and that top firms with big budgets also see similarly, then eventually those with the highest concentration of desirable traits will be sniped up, leaving firms with lesser budgets to take those with fewer desirable traits of lesser magnitude.
The same can be said about customers. Some customers could be described as "10x paying nice customers", vs "10x paying jerk customers", and these could be thought of as merely two of many possible independently varying traits. Eventually, one might suspect that discerning firms will try to keep the best clients, while pushing clients with fewer desirable traits of lesser magnitudes to lesser firms.