So I've noticed that sometimes customers show up apparently wanting to do one particular thing off the list of activities, and if that one thing is not available, they'll turn and leave. At least I think that's what's happening. For example, if I run a business that has both a bar and a classroom, then while teaching the class, some customers will appear, have a negative thought bubble about the bar, and leave - and while tending the bar, some customers will appear, get a negative thought bubble about the skill I've set up the classroom for, and leave. But if I have multiple Sims in the household helping out (or even just hire some help) and so can simultaneously run a class and have the bar open, very few Sims leaveimmediately.
I've also noticed that if I adjust the prices up, some customers will get a negative cost thought bubble and leave without ever coming in, presumably because they decide it's too expensive.