One thing to consider here is that the only thing measured is dissatisfied customers reporting. Anyone who was not dissatisfied (or unaware of the BBB) is simply taken out of the equation. So customers who are highly satisfied, mildly satisfied, borderline satisfied, or unable or unaware of the reporting system regardless of satisfaction are voiceless. That makes the headline obviously inaccurate. At best you can say that customers who were dissatisfied and knew of the BBB's policy (a small group to begin with) felt like their concerns were being ignored... which doesn't amount to much. This is a measure of thousands of complaints against millions of users who have no complaints or no knowledge of how to register them. A useless statistic, really.
*Note: I say this as a Nintendo fan who expected them to score pretty damn well, because every bit of evidence I've encounted say that's how they operate. They did do well, their competition doing less well (or better, perhpas) doesn't mean a whole lot over all though.
i'll have to agree with this.