We all have those things that we happily pay a premium for.
The well designed product that does more than promised. The vendor that always pulls off your ridiculous request. The barista who asks "The usual, Pete?" when you get to the counter. You perceive value above the price premium you pay, and as long as you continue to find that value, you will happily continue paying extra.
The hard part is finding ways to deliver that level of value to others. It's often more complex than learning customer's names and regular orders.