Not only did Han not say "give the wookiee what he wants," but he also didn't say "Let the wookiee win." 3PO said that after Han mentioned something about the risk of dismemberment associated with beating Chewbacca at the chess-like game.
Perhaps the real dialog makes Tim's point even more strongly. Maybe businesses should consider the needs of their customers more than the goal of winning and profiting. Otherwise they risk metaphorically having their arm pulled out of its socket by the larger and stronger entity that is consumer market.