I live in rural Scotland and have signed up because I have many times been involved in customer service actions and disputes and had great results. I have even found foreign items in food and sent them to customer services departments and been refunded and sent apologies. I think it is very important to ensure that we get what we pay for.
I also feel very strongly that praise should be given where its due. I once wrote a letter to a local bakery telling them how much I liked their home baked biscuits and shortly thereafter a whole case of them turned up and they advised me that they had been given an award for their biscuits, so I was not the only one who liked them!!
People are often afraid to initiate contact with businesses - but we are their bread and butter, the customers, and its very important not to become so big that they forget this!!