[mc32]

I think it depends on how you see and interpret the friendliness. In some cultures it's not so much faking it as it is fulfilling a (n expected) role. So it is actually a sincere execution of a role and not fake --on the other hand outside this role their personality can be quite different.

[jasonwocky]

Absolutely. I have a certain level of friendliness to random strangers. But customers of any kind? I sincerely care about their experience of dealing with me and my company. So if I come off as more friendly when dealing with them, I'd say that's genuine.