Agreed.

I have a primarily Internet based business. We have one negative review and that was from a customer from NZ who didn't get his order (and eBay is 100% +ve). When we asked him why he left feedback without contacting us, he said he emailed us. We never received an email or it got lost in a spam filter somehow. Did we make an incident of it? No, we spent $70 on FedExing him a new order the same day we received the complaint even though he had chosen our free shipping option. We now have a happy customer who will refer more business our way.

This reveals why I will not buy from Jlevi either. He doesn't understand customer service the same way I do. If your site isn't clear and someone orders the wrong items:

1. Make the customer happy quickly.
2. Fix your site.