Well, the way I see it....everyone that doesn't know anything about flying (ie most pax) will always judge the skill of the pilot by their landings. So, if they fly with company X and find their landings a bit "firm" and then fly with company Y who grease em on....me thinks that they'll think that these pilots are better and will wanna fly with them.
I've got friends outside the industry that live by this rule....the better the landing...the better the pilot...therefore I'm flying with them always!!!
So, if runway is available and weather conditions ok, then why not grease it on? In saying that though if it's raining or there's crosswind or on a short runway then by all means a positive touchdown is the saftest option.
My two cents worth anyway.