I agree but Apple does appear to have a bad rating with the Better Business Bureau. It would be interesting to see how companies like Walker, Randy's and others are rated with the BBB. It really doesn't speak well for your service/company when customers feel compelled to take their issues to the BBB...especially in volume.
But, it's also important to see why BBB ranks them low, when the complaints were and how many.
Looking at the details for Apple on BBB, there were 4 complaints and the last one was in April of this year. The others were much older.
And 2 of the reasons BBB rated Apple low were that Apple did not respond to BBB (there is no requirement that they do so) and BBB wrote that they could not determine how long the company had been in business (because the company did not respond to their requests for information (again, not required they do so).
BBB is a rating company that businesses can choose to pay to be a member of. Businesses that belong to BBB get to put that on their website, so some see belonging as a marketing/advertising decision. Others don't want to pay for it.
Looking at BBB, Walker is a member with an A rating, Randy's does not exist (BBB says they can find no record), Buena Vista is not a member, but has an A- rating
( at one point in time, there were many complaints on this board about them, but that was many years ago).
I felt more positive about BBB until I
tried to make a complaint about one of their member companies with a high rating in Minnesota. They did not do anything and my complaint did not even make their website. Since I felt very strongly, I went to the Minnesota Attorney General's office (they deal with consumer complaints about businesses in MN). I found THEY had a number of open complaint cases about the company. The company actually went out if business not long after.
So, take BBB with a grain of salt.
Certainly, if someone feels uncomfortable about a company, they can use BBB and other ratings, call the company to get a better 'feel' for the company or even cancel and rebook with another company.