I have to agree with a lot of these, I can't get used to people in the South saying "Ma'am?" when they don't hear or understand what you said. I guess I was brought up with "what?"
I realize it is more polite, and people down here are brought up to be polite. But it makes me feel like an old lady. However the other day two workers were working in my apt. and I heard the more senior one say "sir?" to his associate so I guess everyone uses it for everyone.