I found the article interesting...It always seems that unhappiness/unsatisfactory experiences are what is written about. Think about threads here--there are many more threads about poor service and rude SAs than there are about good service and great SAs.
The manner in which surverys are conducted and questions are asked can lead people to give negative answers--think about Psy 101 from your college days...
I do not have a boutique near me, so I always go to three different ones whenever I'm visiting family. I will say that I've never been treated "rudely," sometimes the SA hasn't been the chattiest, but I've never, ever left feeling angry or dissatisfied like some people.