Sadly, in Italy the actual behaviour is often worse than the expected behaviour based on the Italian "etiquette". It may be not perceived because of cultural and language barriers, as well as a genuine local friendly attitude.

I have to admit that most of the people are now rude, to some extent, and I'd say unprofessional. Unfortunately, the latter applies to most of the industries, businesses and organisations that have something to do with tourism: restaurants, airlines and airports, local public transport, rail operators, immigration and customs, etc.
I have said 'now' because I've the feeling that it's getting worse, for a number of reasons.