Well, that "Ladder of Loyalty" makes it pretty clear why a street-smart, savvy business will realise that a prospect is not commercially deserving of much courtesy.
Milton Friedman famously said that "the business of business is business". No room for sentimentality or charity, no "niceness" except that which is likely to increase profit. A business (according to Friedman) has no social responsibility except to make money.
However, businesses are run by humans, and one hopes that humans might display some humanity: courtesy, friendliness and so on. Or should that be suppressed during working time in the interests of the business?