Non-complementary responses and actions are the foundation of successful customer relationships. It's the reason humor is funny. It's the release of the tension that exists from back in the cave-dwelling days. It's the reason we stop and smile at a passage in a book.
It's doing the opposite of the expected. It's telling the typical course of action to fuck off. And business is all about the typical course of action. So the bar is really low.
But the status quo is easy. If someone is a jerk to you, you tend to be a jerk back. When you are not the boss, it is easiest to say yes. When someone brings up something uncomfortable, the natural tendency is to release the tension.
Noncomplementary behavior is more difficult, but sometimes it is the best choice. While complementary behavior is good for building an alliance, noncomplementary behavior is linked with changes in the dynamic. Sometimes, it's really crucial this happens. If nothing changes, nothing changes...