Losing customers is not necessarily a bad thing.

Let's say I am having a dinner in a nice quiet restaurant but there is some noisy, aggressive drunk at the table nearby. I'd be more than happy for the restaurant to lose that customer. Was it Sprint who ditched 10% of their customers who used to complain the most so they could spend less time arguing with them and provide better service to the rest instead?

Note, this is not to say, that any of these examples applies there but just to illustrate my first sentence.