"Sour grapes" implies winners and losers. Maybe you feel like running that race, but I don't want any part of it.
Did we read the same fable? Sour grapes is about something you don't have, which does not imply winners or losers.
From http://www.bartleby.com/17/1/31.html (and it's well into the public domain):
ONE hot summer’s day a Fox was strolling through an orchard till he came to a bunch of Grapes just ripening on a vine which had been trained over a lofty branch. "Just the things to quench my thirst," quoth he. Drawing back a few paces, he took a run and a jump, and just missed the bunch. Turning round again with a One, Two, Three, he jumped up, but with no greater success. Again and again he tried after the tempting morsel, but at last had to give it up, and walked away with his nose in the air, saying: "I am sure they are sour." "IT IS EASY TO DESPISE WHAT YOU CANNOT GET."
Whether he is privileged or not the story was about the steakhouse and im sure many other businesses wouldn't do that regardless of who the customer was. I guess it shows, they know who their customers are, what their customers are saying, and improve on an already good service. I think lots to learn from that :) Excellant JOB by Mortons i say ....