The problem is that most celebrations of small businesses suffer from a fallacy along the lines of (exceptional service can only happen at small businesses[1])

The problem is that most celebrations of small businesses suffer from a fallacy along the lines of (exceptional service can only happen at small businesses[1]) => (all small businesses will have exceptional service). 1: And that's not even true. Amazon (the physical bit, at least) have outstanding service. Whenever a shipment doesn't show up, they refund it, no questions asked, even though it shows ask being delivered at my office address (presumably lost between the reception and me). They've sent me two new Kindles, not literally no questions asked, because they did ask, and I admitted to having broken it myself by accident - they just didn't seem to care about the answer. Pret-a-Manger (a sandwich chain in London) has consistently blazingly fast service and unwavering cheery staff.