Certainly the nature of the relationship will affect people's reactions. If the airlines did a better job of making customers feel valued, probably fewer customers would try to get away with things. But there will always be some who will try it.

I'm reminded of a conference I participated in a decade ago. A major phone company underwrote a big chunk of the cost, and as an extra nicety, gave every attendee a free calling card that permitted unlimited calls. The cards didn't have any sort of expiration date or number of minutes or anything, just use it and call all you want. As many of the participants were from overseas, and this was long before VoIP, discount calling cards, cheap long-distance companies, etc., this was a real bonus. The meeting itself also and separately, as is their tradition, provided free Internet access 24/7 during the meeting. However, some attendees apparently decided they didn't want to trek over to the Internet access area, and instead used the free phone card to dial their own ISP in their home country, and left the connection up night and day.