Maybe because I work in communication I have a bit of a different perspective...the positive tone of the survey didn't bother me, and the freeform comments offered opportunity to say whatever I wanted, positive or constructive, and I did have constructive things to say. I craft surveys like this all the time for work, and this was pretty standard in both type of questions and tone. Surveys are used to gather feedback, but they are also a validation and PR tool for sure.
I also actually do care that they're a woman-owned business. It's not top of my list...but it's on the list. [emoji4]