I could have easily named this Business vs. Unconditional Love, based on how most business is being done today.
The way I think business should be is like a dance. Ever tried Argentine Tango ? If you did you will know what I mean.
In any couples dance, both partners want to dance, or to create a dance. I see the dance as something in itself. Just like a relationship, there are the two participants, and then there is the relationship, as an entity in itself (sometimes manifested into a child, a project, a dance).
In a true dance, nobody is trying to take advantage of the other, or make a profit off of them. (Yes, I do think the idea of chasing a profit at any cost is retarded.)
In a dance, everyone tries to be the best they can be, letting their inspiration flow spontaneously, while still within the structure created by the knowledge of the dance moves, the flow of the music, the ability of their partner, the other dancing couples on the floor, and everything there is.
The reward is beyond words.
The partner here is both your customer, and your business partner. But especially your customer.
This is the intention with which I think business or any kind of relationship should be done. Unconditionally, for the love of the dance and transcendence of boundaries.
Good luck, and may the dance be with you .