Yes, absolutely.
I'm starting a business, and this is my real product.
Most everybody will see my FOSS code as my product, but that's my loss leader.
My real product, the stuff people will actually pay for, is doing stuff such as responding to bug reports like [1].
In other words, my product is caring about your needs and meeting them.
On the flip side, I want customers who care too. I think one reason those furniture people did so well is because they had a customer who cared, and it was refreshing.
When you do something day in and day out, you either become careless, or obsessed.
As a customer, you want to seek out the latter, but as a vendor, when you are the latter, getting a customer who cares is not just refreshing, it's enormously fun!