I think it's interesting how /personally/ business owners take feedback.  Especially at first, I know my stomach churned rather unpleasantly when I got even a mildly negative review.  It's hard not to take it personally.<p>But how you end up handling that, I think, is super important.  In my space, it's pretty easy to say "Oh, I'm sorry, would you like a refund?"   First, taking responsibility for the problem, and then offering to refund what the customer paid seems to disarm even the most vocal critics.  I mean, you don't usually get to keep the customer, but they usually stop saying bad things about you.<p>But really, being 'just a guy' is a little bit of a double-edged sword.  you want to be 'human' enough that you seem like a person and not some faceless corporation, but you also need to maintain enough emotional distance that you respond in a polite manner (or don't respond at all)  when someone insults the 'baby' you have spent the last 5 years of your life working on.