You are viewing the experience as purely transactional, but they may view going there as a tradition and may think they have a relationship with the place (i.e. they are a regular). In addition, it sounds like they kick-started a tradition so they may even feel a sense of ownership. In other words, it is not just business, it is personal.That's why you see those enraged 1 star reviews and why these people never came back. These aren't people who are offended at simple business transactions, these are people who feel personally wronged, and that will always generate a lot of negative emotion.
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