I think that the inappropriate attempt to capture social capital and convert it into financial gain is rude. When you are able to develop a proper exchange with a retailer - for example to be able to ask about quality or suitability and get advice based on your relationship with them - this is a useful and pleasant experience. When you are captured by a script and then pressured into either being rude to an innocent party or doing what the retailer wants, that's rude. The staff are not rude, they are victims, pawns, the retailers are rude - primitive, obvious and unregarding others. Venal.