It's honorable to treat even difficult people with basic dignity.
Tom works as a hotel receptionist and is being shouted at by a difficult customer.
Tom wants the customer to go away.
Tom apologizes to the customer, gives him a refund, and gives him a discount coupon for the next time he wants to stay.
Tom gives the customer a refund and tells the customer to never return to the hotel.
The customer calms down and continues to patronize the hotel.
The customer gets even more offended and spreads bad reviews all over the internet.