Aside from making it much less likely that customers will return, it'll also lead to threads (and word of mouth) like this which will deter some, and if you ove

Aside from making it much less likely that customers will return, it'll also lead to threads (and word of mouth) like this which will deter some, and if you overdo it, it even risks attracting regulation. That may not be enough of an incentive to overcome the immediate benefit, but it's not nothing.