And so, as Where 2012 draws to a close and the lobby of the Marriott Marquis in San Francisco fills with a slew of geo'd-out delegates waiting to check out, it's time for the traditional post conference retrospective writeup. If you were at Where this year or in previous years you'll probably want to skip ahead to the next paragraph, right now. Where, previously called Where 2.0, is one of the annual maps, geo, location conferences. Though it's very Californian and eye wateringly expensive, it's still the place to go to talk, listen and announce anything related to the nebulous industry we call Geo.

After skipping Where 2.0 last year, this year I returned as part of the Nokia contingent and found out that some things had changed.

It's Friday, December 9th 2011 and I'm in the TSA security line at San Francisco International Airport. Shoes off. Belt off. Watch off. Laptop, iPad and Kindle out of my bag and into the trays.

TSA guard: "New rules. You don't need to take your Kindle out anymore. It's small enough for us to see it on the X-Ray machine in your bag"

Me: "That's good; one less thing to have to take out of my bag"

Post 9/11, post the Shoe Bomber and and post, for want of a better description, the Pants Bomber I've had to travel to the United States in the aftermath of a security incident and have had the dubious privilege of witnessing at first hand the incrementally heightened security procedures that have been put in place. Witnessed as a passenger I might add, so I can only pass comment on what I've seen and not what may or may not be going on hidden behind the scenes and out of site of me and my fellow passengers.

Even pre 9/11, airport and airline security seemed to rely on a degree of ritual, of knowing the right incantations and of knowing the right answer to give to certain key questions; "is this your bag?", "did you pack it yourself?", "could anyone have tampered with your luggage?" and "has anyone given you anything to carry?". Answer the previous questions with "yes, yes, no, no" and you would be granted the honour of being able to check in and pass to the mysterious land of "airside". Answer them incorrectly or get the yes's and no's in the wrong order and your life would become very interesting.

At Heathrow yesterday morning, prior to getting on my (much delayed) flight to San Francisco, I remembered to give the aforementioned answers in the right order (this is critical to success), took off my belt and shoes, took my laptop out of my bag, put the whole lot in large grey plastic trays and while they passed through the x-ray machine, I passed through the metal detector with nary a beep.

It's probably due to the amount of time I've spent in the States this year but I seem to be more and more incensed by the crap customer service that companies in the UK seem to think that their customers should accept. I may have blogged about it once or twice or, as Guiseppe Sollazzo commented on Twitter recently "your blog today looks like a customers' rights advocate".

To be fair, it's not just me; there are other people I know who are equally strident about this, be it directed at the Apple Store or O2. Most of the time, the companies concerned just ignore complaints but sometimes, they try harder and given my recent experience with Avis at Heathrow, trying harder is rather apt.