not just Britain, same here as well.
I've never experienced rudeness but casual indifference seems to be the order of the day.
my compulsive need to be early means I've sat for a fair few hours in our reception area and again I wouldn't call it rudeness but I'm astounded as to how paying customers are treated. Especially those on "intro. flights". You should be treating them like fricken royalty so that they'll come back.