To be fair, this has nothing to do with B2B Marketing but it is a cautionary tale applicable to anyone in the business of customer loyalty. Steve Jobs recently slashed the price of iPhones by from $599 to $399 only 2 months after loyal customers waited in long lines to buy a phone. This prompted an outcry and loads of negative publicity. Kudos to Jobs, however, for taking this step to make it right:

http://www.latimes.com/news/printedition/front/la- fi-apple7sep07,1,4886852.story?coll=la-headlines-frontpage&ctrack=1&cset=true