It is always going to be an issue if it evolves into a conversation about spend. It is all relative, what is the formula? We should event care about the criteria? Annual spend? CLV? Rapport? Goodwill? This shortage has burnt many customer relations for ADs, which they took a long time to build, for some, decades to build. Business exist to solve customer problems. Yes it may take a long time, but what goes up must come down, what goes around comes around. Be it referring to prices or customer relations.