In his column, Jyrki Lehtola addresses the frustration many individuals experience with businesses requesting feedback after each transaction, from shopping to dining. He highlights a typical scenario where customers receive text messages asking for ratings, which can feel irritating and intrusive. This phenomenon has become so prevalent that some individuals perceive these requests as unbearable, underscoring a growing discontent among consumers.

The article references a colleague, Maria Pettersson, who articulates her disdain over the incessant demand for feedback, describing it as intolerable. Lehtola elaborates on this sentiment, suggesting that such feedback mechanisms have transformed the interaction between businesses and consumers, often detracting from the overall experience. The insistence on customer ratings seems to reflect deeper societal issues within the urban middle class, where even minor annoyances are magnified, indicating a shift in how individuals engage with brands and services.

Ultimately, Lehtola's commentary invites readers to ponder the implications of these feedback cultures in modern society. As businesses continue to prioritize customer input, he questions whether this trend enhances service quality or merely adds to the frustrations of consumers, leading them to feel overburdened by what should be simple exchanges. This ongoing tension between expectation and reality marks a significant commentary on the state of consumer relations today.