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I suspect a good bit of the problem was not so much reliability of tube sets but not wanting to stay proficient. I've heard plenty of tales of shops in the late 60s servicing 20 year old 40s TVs.
You are quite right about chasing customers out being bad for business...That attitude may have contributed to the downfall of TV servicing.
I've heard of some shops that had a fix it once and NO warranty policy for tube sets in that era. Seems like a smart policy...You don't chase the customer off and you aren't married to a money pit project. Hell, if they didn't screw themselves in the billing they probably made money off doing that.
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