Rework advice - Avoid long term contarcts

I am reading the book Rework by 37 signals. One of the advices over there is to avoid long term contracts in order to reduce mass. I can uderstand the rational behind that but there is something that is not clear to me - there is no argue that you want to keep your customers happy, so shouldn’t you consider the first customer you have has a long term contract? You probably won’t tie yourself legally to these customers in a long term contract but still, you have the responsibility for them, don’t you?

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