What do you do?
Well, some Storytellers will go with their gut instinct and do what they need to do. After all, everything in service to the plot....
In my view, that's not the best way to do it. The real phrase, in fact, should be:
Everything in service to the players.
Which is why I'm a big believer in finding a player base you enjoy running games for rather than grabbing any old player and forcing them to engage with something they loathe - but that's a whole other post right there.
Your players are the audience and just like the writers and director of a hit new TV show you need to bear that in mind. Your audience will start tuning out if they see something they love ... and then immediately lose it.
Take "The Walking Dead", for example. Sure they could create a really intense episode where they kill off Daryl Dixon but how many people would keep watching after that? Not nearly so many as would have tuned in if Daryl Dixon made yet another escape.
You don't take away your audience's toys. There's a reason why classics like Buffy: the Vampire Slayer and Supernatural find out what the fans want and either give it to them or tease them with it. How many Wincest jokes have been in the Supernatural TV series? Sure, they'd never pander so much as to either go through with it or even create a really dodgy moment but they play around with it (and call the fans out on it).
If one of your players desperately wants their character to hook up with (and later marry) the CEO of a particular organisation why not give her a chance with the woman? Maybe you didn't intend the CEO to be a lesbian but would it really matter if she was? You might not have the CEO give in right away and might make it a fair hike to the goal but you could drop hints that she's either in the closet or in a rocky relationship with another woman and therefore the potential is there.
If another player wants the villain to be a recurring character and even after the enemy's death talks about his "apparent death" then perhaps bring them back for another adventure? The players are up for it so why not go for it? Its hard to get players excited about recurring villains, if you have a golden opportunity then don't waste it.
A lot of Storytellers have a moment when they forget that the old maxim "Without Conflict, There Is No Plot" doesn't mean "Destroy Or Constantly Threaten Everything The Players Love About The Game". It can be a fine line (especially in horror) but they are two different things. There's a lot of conflict that can come from a relationship other than the constant threat of death.
You win if your players care so don't waste it.
Note to the players.
Don't let this get to your head, however. While your Storyteller can get a better game if they focus on player and story needs, that doesn't mean that you are somehow entitled to such treatment simply because you picked up a character sheet. You have your own responsibilities to the other players and to the Storyteller and you should bear in mind that what you receive is a gift. If you don't like the gift, then that's fine, there's always other gaming tables that might suit you better. You'd be pretty darn grateful if someone baked you a cake just to watch you smile as you eat it, so you should make a point to show your gratitude occasionally or else your Storyteller may become demotivated and walk away. It's not like you're paying them for it (unless you are, in which case, contact me!)
Note to Storytellers.
Also don't get a big head! Martyrdom complexes aren't attractive on anyone.