Customers are dumb

That's what you think. Needless to say, they (the customers) don't think that. And if they feel you think such things about them, they'll walk away, don't you doubt about it.

These are Kevin Kelly's words on the matter:

Whoever has the smartest customers wins.

I have to agree. Treating your customers like you're doing them a favor has got to be one of the deadliest roads to travel nowadays. And fyi, there are no shortcuts for this trip.