I find it intriguing that BAA feel the need to put up signs effectively telling us (the paying customer) that we must be polite to the BAA staff (the service provider) who we indirectly pay for their work. Similar signs are seen on the London Underground. BAA should consider why normal, intelligent people coming through LHR T5 are sometimes driven to rudeness. (We are not talking about the Ryanair/Monarch/EasyJet crowd off the Fuengirola here). Have you ever seen such signs in, for example, a BMW dealership, a shop in Gerrard Street, an Apple store? Of course not, because they understand the customer-supplier relationship. The impression I get in T5 is that the supervisors are promoted through the ranks, which perpetuates the culture of "we are the staff and you do what we tell you - national security and all that". The shift rosta and who is on sick are far more important that great service delivery from the customers' perspective to these people. BAA should employ front-line management who are experienced at delivering excellent customer service in other industry sectors.