I was at a conference talking to some attendees when one of them, a guy who works for the Abu Dhabi ministry of finance, asked what I do for a living.
That's a fair question because it should be common sense. It's not, though, as I explained by offering the example of the difference between the customer experience on Southwest Airlines or JetBlue, and the customer experience on United Airlines or American Airlines.
It's also fair to say, customer service will always trump an ill run company. Honesty, ethics, and most of all pride is what we look for.