People that are vocal complain about it, which in most situations is a small part which is why generally other data is looked at other then what people directly say because you generally only hear from people who are going to complain not the ones who like, those that don't speak up or are neutral the situation. In customer service there this rule of 10% basically the idea is you will only ever heard from 10% of your actual customer base. Relying on that alone to make decisions doesn't always turn out for the better.
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