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MKT.7:10 - Architectural Rationale

A customer relationship contains contributions over time, changing circumstances and obligations that need not coincide with a sales period. Its continuation therefore requires an account of current purpose, actual work and permissible future contributions.

Restoration and renewal can be connected but answer different questions. The former addresses a failed commitment; the latter concerns a possible next contribution. Keeping them distinct allows the customer to end future work without making the provider’s unfinished work disappear.