Regarding the comments about "revenue protection" and the notion that customers are "cheating" the company, as much as it pains me to say it, a lot of this mentality goes back to the old USAir (as in AL) way of doing business - "If you don't like it, take the PA Turnpike."
In my old job, I got to clean up the mess of dissatisfied customers from all over the system, and you could guess (and be right a lot of the time) which airline (PI or AL) the employee came from who was being a Nazi about fare rules, fees, check-in times, etc. when there were circumstances that warranted a little bending of the rules. And I think I have the right to make that assessment since I was AL myself. Everyone "processed" customers. Although it took a while, the PI philosophy began to take root after a while and things got better. Maybe that's the spark Tempe's getting now, although since they've booted most of the people who had that spark, it's going to be tough.
Part of this, however, rests with the customer. Mr. Customer wants to pay $199 for his ticket. Having done so, he expects the airline to bend to his will when his meeting gets out early and let him change, standby, etc. without consequence. Never mind that the airline gave him a major price break for the 5pm flight when he bought the ticket two months ago and AGREED at that point with all of the stipulations of the fare. The airline never had another chance to sell the ticket, and now it will likely be unable to get revenue it might have had it been for sale beyond the point at which Mr. Customer bought it. Yet Mr. Customer just wants the airline to eat that cost? That's unrealistic on Mr. Customer's part. This isn't a charity.
Piney, your copier customer example is a great one - for your line of work. But I'd wager that you don't have 300k or so customers spread out all over the globe handled by tens of thousands of employees in a given day. There is practically NO opportunity to establish the level of intimacy you described, and the two examples are like comparing apples to oranges. It's very difficult to train a group that size how to make exceptions.
And your favorite Consumer Affairs director was a big proponent of something in the East called the "Waiver Consistency Program." Through that, every single waiver was tracked and analyzed, questioned and scrutinized in an attempt to be sure none was being done inappropriately. The philosophy was that if the rules were applied consistently across the board - EXACTLY as they were written - customers would be happier since they wouldn't have the false expectation of a waiver since they knew the answer would be "no." Period. So don't bother asking.