It's not about what they want typically, it's what they need. Most customers/users aren't incentivized to solve upstream problems for themselves, instead they just need to use the tools they're given to do their job (at least in B2B area).

Product people should rarely if ever react directly to WHAT customers ask for, but instead dig in and understand WHY this ask is coming up. Then you'll get to the good stuff.

EDIT: For clarity, I fully agree that product people must learn the customer's problems. Just be careful responding to what they ask for when doing so.