The example you cite may have had the desired affect, but I would not recommend intentionally agitating customers unless you want them to leave. There are many ways to illicit proper feedback without being so confrontational and aggressive.
Thanks for reading the post Jim! I think "agitate" and "aggressive" might be strong words through that don't describe what I'm actually encouraging. I'm pretty sure our customers don't get that feeling from us. There are ways to challenge people's thinking without making them feel like we're "aggressive" and we just want to fight. I realize though in the wrong hands that nuance might be tough. And given the media/political climate we live in today: I can see why "argue" = "aggressive"vs "argue" = "debate". But you are definitely right. I don't argue that anyone should be intentionally aggressive or agitate their users :)
It may be just my misunderstanding from an outsider's perspective, but you described the example interview as jarring enough to make your jaw drop. The phrasing and context makes it feel very abrasive.
My jaw dropped from surprise. From years of "the customer is always right" and "just say yes.". It isn't customary to hear someone say to one of your customers "It doesn't sound like you should even be paying us". My reaction wasn't from someone being abrasive to my customer. It's shock from someone sowing doubt in my customers mind why they even bother paying me.
I look at this discussion here. You're arguing with me. I haven't felt it abrasive at all.
It's not something I'm advocating.