This is why I just don't trust star reviews - it's not only just because of fake/paid responses. There's a whole science about this sort of dissonance in perception when it comes to rating reviews etc. It happens to everybody - my personal description for it is questionnaire bias. I've never had a questionnaire or a rating review where my actual opinions and experiences were accurately reflected in the questions/ratings. My advice fwiw is just not to stress over it. Everyone has a different take on what 'excellent' means to them. For some it might be that delivery on the day specified is enough for that rating - some might consider that just normal and 'excellent' might consist of much more than that like good and timely service on a return/refund as well.