As I've said before, your relationship with your customer is valuable because you are Nearish (and Dearish?) in her mind. It can earn you a commission. Case in point: Google is paying lots of money to retailers so that its software and services are the default choices.
People don't think very much. They will find you if you are the Nearish choice along whatever axis they are searching. Chances are, if you are small, you can stand your best chance along the axes of geographic or social proximity. If you are big, you money may not even be able to buy such market intelligence as you would get by more intimate, Nearish interactions with your customers.
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