Something else to consider:
Even The Moaner will only claim that customers "seem" happy - no reason to think they actually ARE happy.
(And The Moan doesn't seem very well atuned to customer sentiment - I mean, if their store refused to give a refund, then the customer must be happy, right??)
One last point: Moaner1's customer based could dwindle to just one remaining customer. But as long as that 1 guy is happy, The Moaner could claim "100% of my customer base is happy!"
Great way to keep score - igoring all the people who hate you and boycott your store! LOL!