Being human is a given, not an excuse. In business when you over promise and under deliver, repeatedly, you don't stay in business long if you do not listen to the critiques of your customers. Granted not all complaints are viable, warranted, or relevant. But when there is a general outcry from your customers on the exact same items of concern repeatedly, you have some real problems to address. Ignoring them, belittling them, or side skirting them are not viable options.