"Sorry sir, but that's your 250th pint. It's treble the normal price."
"Why?"
"We need to keep upgrading our milk-based platform and products, for all of our customers."
"If I'd known that, I'd have cut back long before now."
"Only 0.1% of our customers are affected. You've probably had enough milk already, sir."
"You're punishing me for liking your product?"
"You're part of a very small group of our most consistently loyal customers who are not contributing enough towards the maintenance and long-term growth of milk."
"Couldn't you have told me all this before? I've been buying milk from you in good faith for many years. I'd have changed my habits long ago if I'd know you were planning to hit me with this."
"For the purposes of introducing a change to the cost of your milk, we will assume that you have always paid the new cost of your milk."
"That's it - I'm off."
"Only we can satisfy your milky needs, sir. We're confident you'll stay with us. No-one wants their cornflakes dry."