Any consumer who receives a service in whatever capacity, regardless of age, gender and nature of service, has the right to choose, whether to continue to receive the service or not.
For example, suppose you want to buy a shampoo and the shop owner says that he can sell the shampoo only if you buy a body wash. If you are not interested in buying the body wash your right to choice is denied.
So many times you are forced to buy things that you may not wish to as you are left with no choice.
But every consumer in a capitalist company has the right to exercise his right to choice.