> Save your customer loyalty energy for businesses where you can actually establish a connection, like a restaurant you like, or a local handyman.

Couldn't agree more. But I'd add that some (smaller?) businesses, where you still can't really establish a connection, can be worth your loyalty if they have a mission that resonates with you, and they are actually true to that mission. Of course, be prepared for the day when they get too successful and start acting in ways against the principles they were founded upon.

But yeah... I think the best place to use our energy is by evangelizing people first and foremost, not businesses. Send people to your favorite restaurant because the owner is always there, chats with customers, and seems to love what they do. Recommend the person who regularly cuts your hair and cares enough to remember you and ask about your life. Refer that great handyman to others, who you trust to be a straight-shooter, pride themselves on the quality of their work, and not gouge you on cost.