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I don't think an extended debate over semantics is helpful, but virtually no one would use the word "customer" in this way. If the Wal-Mart CEO said they were going to lower prices for customers, the Coca-Cola shareholders are unlikely to be happy. Consider that Coca-Cola is selling goods to Wal-Mart for cash. That is generally not what a customer looks like.


It's common for companies to pay for retail shelf space and placement.


Acer just sent me a $20 rebate check on the monitor I bought, but they ain't my customer.


That's just not the same at all.




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