“Hey, how are you folks doing today?” Is probably what you'll hear upon entering any retail store. The associate doesn’t really want to talk to you, but it’s a friendly gesture to show they offer customer service. The normal shopper returns with a friendly, “good” and smiles. No big deal, right? But when you look the person dead in the eyes and keep walking it becomes the ultimate “fuck you.” Maybe you didn’t hear them properly, but something as simple as the reciprocation of this gesture ensures some level of customer service. If you choose to ignore the associate, it makes it unlikely that they will approach you again. The store could have an additional 40 percent off all sale items, but the rejection of the greeting means you might miss out on the sale.