This isn't a new idea at all; in fact it's as old as capitalism itself. Adam Smith was one of the first to recognize that capitalism helps align the self-interest of the entrepreneur (selfishness) with the general interest of others (charity): "It is not from the benevolence of the butcher, the brewer, or the baker, that we expect our dinner, but from their regard to their own interest. We address ourselves, not to t…
Graham is saying that as a business, you'll be most successful if you spend your energy trying to be good to your customers, rather than, say, trying to squeeze a little more money from them.
Smith: greed => good service => profit & happy customers
Graham: benevolence => wonderful service => happy customers & happy entrepreneurs & profit
Very different ideas.