This is obviously shortsighted in the case of Zappos. You can buy shoes online from anywhere. The user selects the shoes he wants, you put them in a box, you ship the box. Take away the "expensive" features of Zappos, like good customer service and free shipping, and your customers will just go somewhere else, leaving you with nothing.
Amazon has a clue about dealing with customers, so I think Zappos will be OK. But if the banks and VCs took over, Zappos would have become another data point in the portfolio of "being nice fucks you over". (But really, it's the banks that are fucking you over. Or perhaps, the people that default on their loans are fucking everyone else over.)