For a lot of those ratings, if you rate anything less than the top score, they blame it on the retailer. For example, my dad did one of those for a dealership that did some work to his car and rated the dealership high, but he had one comment about the quality of the vehicle - which is obviously not in the dealership’s control. But the manufacturer came back to the dealer about it (the service guy at the dealer told him). Anything less than perfect is seen as a failure.

It’s offensive to me as a statistician that companies do this.