Exactly Rural City Girl, that IS there job! If they only make a few people feel Welcome, who is going to come?? The small shops NEED the customer service, thats what sets them apart from the box stores! Even though I am not rich, I hardly step foot in our cheapest local grocery store, they are so rude and unfriendly. I pay a few cents more and shop the Piggly Wiggly, where they smile and are mostly pretty nice!