If they are so aware of it, why aren't they doing anything about it?
Hubris
PIN codes do nothing to bring disgruntled guests back who will only experience the same thing that ticked them off in the first place.
The fundamental ethos of the company has not changed, in fact it's only getting worse.
When you tick off your most loyal customers and they don't come back, it's only a matter of time before the normies catch on. (And we are there right now)