A chimera is myth,  delusion or illusion of something that is widely thought or believed to exist, but when rationally examined or investigated, is found not to be so, hence this post "The chimera of the loyalty of customers" .When we began our picture framing business,  during the last millennium, or nigh on half a century ago, customer loyalty was the credo that small, local businesses would unquestioningly believe, seek and pursue.  Verily, we practised this belief ourselves and preached  it ...