I have long and unruly hair, and I like it long and unruly. Consequently I go to the barber three, maybe four times a year. And about every year or so, after having seen a particular barber three or four times, I switch to another barber shop.
It's not that I don't like my barbers, or that I don't like how they manage my mane, it just that I don't want another relationship in my life. I don't want a commitment. I don't want someone to be "my barber." My haircuts are not important enough to me for me to have a relationship that revolves around them.
A lot of marketers would probably find the above group of sentences shocking. Because a lot of marketers act as if the end all and be all of their existence and their brands is a relationship.
Maybe there are masses of people so lonely that they need to converse with lip balm or candy or scrubbing bubbles. Maybe relationship marketing works with these people.
Me, I just want to be left alone.