Loyalty and Sacrifice are inseparable. In the case of war heroes and employees, sacrifice is well recognized and celebrated. In the case of customers, the question is: are customers capable of sacrifice? This book proposes a holistic and uniform definition of loyalty and embraces its hidden facets to re-define customer loyalty. It provides a new framework with four axioms of loyalty and four L&S Principles supported by over 30 true accounts. A new concept of Latency Factors, based on cognitive bias and mental patterns, that identifies the blind spots in our thinking, is also introduced in this book. The relevance of this book is timely as the world is witnessing rapid digital progress. Only if basic definitions are precise, can advanced algorithms be useful for worthwhile human progress.