If your customers wanted the source, they would have to ask the original authors to sue you and have the court force you to accept the GPL post-factum. It's not clear how this would turn out because afaik such line of "defense" has never been tried by violators so far. A few such lawsuits settled out of court, usually with source code being part of the deal.
A ruling in this kind of case, where the violator stubbornly refused to comply and maybe tried to escape with just paying damages or some other trickery, that would be interesting.
As you mention, though, some potential defendants will determine it's just cheaper to just disclose the modified code and walk away.
And yes, if you refuse source to your customers that's where you are - software copyright violation. Just the same as if you did this with proprietary stuff. Someone with standing would have to start the ball rolling.