The problem with companies pushing the pride of excellent customer service is that over the years, especially in the crippled economy, they are doing more and more for the customers. In theory it's great. But the mantra of "we will do whatever it takes to exceed your expectations" invites more people taking advantage and creating more commonplace customer insolence.
To preface the video below, when I went to see The Hunger Games a week ago, there was one super-considerate patron sitting towards the front of the theater continually playing with his/her phone. My eyes kept being drawn to the phone screen as it flashed on and off throughout the movie. That's when I appreciate companies that fight back.