Note: Just because lots of people want a feature that is easy to implement, even seems "obvious", those shouldn't impact on your decision to implement.
Note: The key point is to focus on your business drivers - those are independent of whether existing users want something - their want might translate to lower churn (or some other driver), equally it may make no difference.
Ask yourself "will lack of this feature turn away a new customer or cause an existing customer to cancel their contract?". If the answer is "no" then it's a low priority.
