Give ppl what they wann?

what struck me reading a blog is that we all are good marketers who give their customers what they want...."We often give ppl what they want"..... but then the second thought blew me down, leaving me cold and thinking are we actually this? do we give ppl only what they want. Apparently what the same sentence also speaks is that we do not give ppl what we can, i.e. if I am an individual who can deliver more than what ppl expect out of me, do I ever deliver that extra.
may be what ppl are looking for is a trivial..... to make it worst i would be elated to find that ppl appreciate what I have delivered, instead of rottening i would accept that, and also consider what i have delivered to be good.
what leaves me cold is that i have always believed ppl when they appreciated me, and my work, however i have never marked and checked if i have hit the bulls eye.