1st, the lady seamed polite, in wishing you a good morning. I am kind of curious why she asked for help tho, when from what you said, there were only 4 customers in the shop.
2nd, the gentleman asked if you wanted anything else, and addressed you as SIR, sounds to me, he was being polite and addressing you as he saw (read) you. What I am trying to say, wouldnt it be wrong for him to address you as Ma'am when he thinks your a male, that could start a nasty confrontation.
Take me for example, I don't try to pass, I make it more that obvious, I am a guy in womens clothing, shoes, accesories. I can only once remember being addressed as Ma'am once, and I just gave them a funny look.
I wish there was a neutral greeting that is the equivellant of Sir or Ma'am.
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