Validation?

This article (My Customer, My Co-Innovator) from Booz Allen Hamilton seems to validate the idea of asking customers for help in a previous blog. Not exactly but pretty close. In either case the point is that developing a reciprocal relationship with a client creates a very strong bond - difficult to break - and based on value not price. In an increasingly commoditized marketplace, for almost everything, these ideas are worth at least a couple of margin points I would think.