>"A friend of mine serviced an early user of his app during the early days with free customisations. That same user came back asking for more custom features, while being on the FREE plan, and threatened to write a 1 star review if they didn't."

Reminds me of Aesop's "Please all and you please none" moral (but applied in a modern-day context to a customer base):

https://etc.usf.edu/lit2go/35/aesops-fables/648/the-man-the-...