Because they don't serve the customer, they serve the investor. In the short term (quarter to quarter), you'll make the investor happier which means more money

Because they don't serve the customer, they serve the investor. In the short term (quarter to quarter), you'll make the investor happier which means more money (or at least not a drop in share price.) You can deal with the loss of any customers by slowly raising prices and charging extra made-up fees.