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What you are describing is nothing more than being a good consumer. Believe me, it costs a company far more to attract a new customer than to keep an old one happy. Yes, it takes time to write a letter (I would suggest doing this, along with sending a copy of the receipt and/or package label) and mail it to customer service. I think a letter is the best way to go because a phone call doesn't include documentation of your purchase.
You may be surprised at what a company will do to make you happy.
If you try a new soup and don't like the flavor, let the company know.
If you go see a movie and the projector breaks and you are left in the dark for 15 minutes, let the theater manager know.
If you go to a restaurant that you've frequented in the past and know that your favorite appetizer wasn't properly prepared, let them know. If your waiter or server won't take the item off your check and offer you a free replacement appetizer, ask to speak with the manager or - better yet - write a letter to the restaurant owner.
Give the company a chance to make things right. "Making a fuss" is not about being picky. The company would rather have evidence that something about their operation has failed rather than just seeing a drop in their profits and having no idea why customers are switching to other products/services.