Any business would love to have more clients. Which is why some gets surprised that we reject potential clients Some may find this absurd. But the thing is we can’t serve everyone - which is why we don’t.
Of course, we do want more clients. But we want more clients whom we actually can help. And clients whose values are in line with ours.
“Anyone can be our customer” is a ridiculous policy to have. Because you’ll end up doing all sorts of compromises. You can’t be “it” for everyone. Once you’ve accepted that, it gets easier to say No.