Should companies treat customers differently when they bring different "values" or profits to companies

Should companies treat customers differently when they bring different "values" or profits to companies?

Should companies treat customers differently when they bring different "values" or profits to companies? In other words, low VLC customers deserve less than high VLC customers. Defend your position with examples. Please avoid using the same examples previously used.

part 2

What might be competitive advantages for the following organizations according to Porter:

1) eBay

2) Starbucks

3) Apple

4) Goodwill Stores