merkurfan,
Having a strong background in shipping and receiving, I've worked for companies in the past, that would do just about anything to please a customer. Spending $200.00 to get a $10.00 item in a customers hands, without the worries of weather delaying a plane, or some other unforseen problem. I used expediters several times, because we knew that it's a "door to door" service, and 99.9% of the time, the driver picking up the freight, was the one making the delivery on the other end.
Believe me, spending the big buck on a customer can, and in most cases does, yield great results. One company I worked for, produced tradeshow exhibits. We forgot to ship some graphics with a booth going to Chicago. I ended taking them up myself, and the boss paid me $600.00 + hotel expenses, and told me to take the wife and make a weekend of it! We ended up building a new booth for that customer, and the company made lots and lots of money off that deal. So, the bottom line is, in some cases, it's great customer service that causes us to haul a $10.00 item 450 miles.