Agreed. And in the example case of the scuba shop, the author seems like he's complaining because the scuba shop operator didn't want to eat what he was being

Agreed. And in the example case of the scuba shop, the author seems like he's complaining because the scuba shop operator didn't want to eat what he was being fed. The article does make a good point though, in that in order to maintain a super high level of customer service you need to convince yourself that every potential customer counts.