This is an unusual strategy adopted by only a few companies. The company believes in its strategy, instrument, device or service so much that it essentially tells the customer, we are different and we would like to stay that way. Join us if you like us otherwise we do not care. This is a tough stance and only applicable if you really believe in your product and know that there is no competitior that is even close to the technology in the market. One great benefit is that it builds a sense of exclusivity, so that it leads the people who are using the product to believe that they are special because they are using this exclusive, special and/or expensive product.
Back to the centrifuge example. This time the same high speed centrifuge knows that it can make these centrifuges go at high speed but to make this work correctly, they require special tubes that will not crack under the stress. This means they cannot accommodate the cheap tubes that are there in the market and they need special tubes. However, the customers are telling them that they would prefer to use the cheap tubes that they already possess.
The company knows that their tubes are special since it allows less contamination but also realize that the customer will have to adapt to using their material if they want to use the centrifuge. But as soon as the customers start realizing that they are using an exclusive product that is made well and gives them better results, it will help the company grow and gain reputation as an exclusive company.
This strategy can also backfire if this attitude comes without a quality product. If that happens then the company did not listen to the customer but neither did they modify the product and could be doomed shortly.
However, current examples in the market for commercial products have shown the advantages for exclusivity is high and customers are willing to pay a premium for good quality exclusive products.