And has been for decades. Every customer contact is a sales opportunity. EVERY contact.
After the dot com bust (the first one), I had bills to pay, so I ended up in a call center for the local cable company. It wasn't quite the low point of my life, but it was in the running.
The call center was brand new, and the high speed data side was briefly allowed to operate normally, but soon company politics pushed out the (technical) director, and replaced him with a MBA (and EEOC-bingo winner).
We were all trained to sell, instructed to sell on every call, and evaluated on selling. This was policy from day one, but widely ignored in my department until the MBA took over.
I earned a reputation for solving problems. Incompetent or uncaring employees would fail to fix things over and over again, pissing off customers. After months of continuing problems, they would call to yell. Usually, they'd end up getting more excuses and empty promises. Sometimes they'd get me (or one of a handful of other fixers).
I'd mute my microphone until they were done venting, then I'd figure out what the hell was wrong, and get it fixed, often with a generous service credit to appease them for the months that we'd dicked them around.
Over a few months, I solved hundreds of problems (some going back for many months or years), probably prevented at least a couple of suicides (monopoly, it was us or nothing) and maybe a mass shooting or two (yes, some of them really were that angry).
One thing I know for sure is that none of those problem calls wanted a fucking sales pitch. "Mr. Smith, now that I've fixed the problem that has prevented you from using the service that you've been paying for these last six months, and you've put your guns away, can I upsell you into a premium package?" Yeah, right. Maybe they'd be interested in an upgrade in a few months, after we'd re-established a bit of trust, but not right away.
One of my randomly selected evaluation calls happened to be one of my problem calls. The recording followed the call through our system, so it started with 20 minutes of him yelling at one of the sales girls, then her calling me in tears asking to transfer the call, then him yelling at me, then me figuring out the problem and fixing it, then him thanking me, almost in tears himself.
I had an awesome score on that call, but still failed the review because selling was mandatory. I told my supervisor that he'd better screen my review calls from then on because I had no intention of following the policy. He could either run interference for me and keep me around until one of my interviews panned out, or he could write me up for my second and third strikes as they came up.
I was gone before my next review came up, so I have no idea what he decided.
I kept in touch with some friends, and still lived in their service area. The call center went downhill from there. They switched to a voice attendant, so even the people that were happy when they dialed their phones were pissed off by the time they managed to talk to a human. I know I always was. (At first they had a backdoor, swearing three times would get you to a human quickly, but word got out and they disabled that feature.)
Moving to a non-monopoly town (three[!] fiber lines in my yard! 75 meg up/down for cheap!) was the wisest move of my internet life.