But if the customer is always right, Simpson and her ilk may be taking the wrong approach--apparently you can get too much of a good thing.

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"Personally, I think the iPad is too big for car navigation use, but the customer is always right, " says Marcus Thielking, chief marketing officer for navigation software firm Skobbler.

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Ultimately, of course, the customer is always right.

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The customer is always right.

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Clearly this was a classic of case of the customer is not always right and the lesson to brands, marketers and advertisers?

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But is the customer always right?

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