So it's not just me!
Look what I just read on Smitten, written by Joanna Goddard (also from A Cup of Jo). Of course, I had to read it...she entitled the piece, Do People Call you Ma'am? And guess who the culprit is in her story?
I feel so much better now. However, I still don't think it's the right way to go in terms of customer service for that particular store. The ma'ams of the world are their target customers*, so why even risk insulting them?
*"30 to 45 years old, college or post-graduate education, married with kids or in a committed relationship, professional or ex-professional, annual household income of $150,000 to $200,000. She's well-read and well-traveled." From an article on the store in Fast Company, Issue 65, November 2002.