I have to agree, some dealers and companies are clueless, they slowly erode your benefits ( they think you don't notice) the more they take, the more you start to, as you put it, "not give a crap" you slowly see all the best salesmen and engineers drift away, what they fail to realise, the forklift industry is such a specialist industry, good salesmen and engineers are so hard to come by, it's not like the car industry, were salesmen can go from dealership to dealership, it takes years to learn the equipment and what application it can be utilised in.
All companies are under pressure to make a profit, but they have to restrain from pushing to hard, you just end up losing all your best employees. Which In turn you lose your customers.