The concept of Goodwill

Goodwill, the business, is very different than the Goodwill in business.

It is not:

But rather a theory:

"Goodwill reflects a firm’s ability to retain customers based on prior performance. Essentially, if a business does a good job providing a product or service, its customers are likely to be repeat customers."

Again, I face a bit of a moral dilemma. Why is it called goodwill? I understand why the clothing Goodwill is called that. It meets a need. But goodwill within a business because it provides a dependable service...?

I guess I just don't understand. I have this mentality that businesses are more so for their own profit than for your gain. Most businesses are trying to survive, right? And not only to survive, but to really thrive in their respective economies and times. 

But to call it goodwill when customers keep coming back doesn't seem right to me. Does anyone else feel that way? 

If not, that's okay. I am not offended. If I could call it something else, I might call it just "quality services" from the business. Or returning customers. Goodwill makes it sound like they are doing something so great for the community at large, when in reality a lot of business try to change their stores around a lot, always have new products so that you feel like you absolutely have to keep coming back to get what you need. It almost creates a dependency in a spending culture. 

I don't know. I think I would just prefer it if businesses would provide high quality items at a good price, and keep those items around long enough so that customers do not feel they have to indulge in the consumerist society we have created.