Sybil, I believe that we are very different personality types.
In my case, the moral dilemmas would occur for several reasons:
1. If you are a regular, it could affect how you are treated and compromise the integrity of the shop.
2. There is one location to which it would be moderately emotionally difficult for me to return...I no longer shop there, though I used to with beloved deceased family members.... and my grief issue would also compromise the shop.
3. Some of these places are just going under, everyone in town knows it, and I would just like to 'remember it like it was'.
Some clients don't care as much about Issue #1 for certain shops, but I think many or most do, at least in the shops I see in my area. The rotation schedule is probably a good indicator of how concerned a client is with that.