What survey bias?

Seen at Albertson's yesterday:

THE SURVEY IS FAST, ESPECIALLY IF YOUR [sic] A ... HIGHLY SATISFIED CUSTOMER!! SCORE ALL 5's AND THE SURVEY WILL ONLY TAKE A FEW MINUTES!! The boxes in the stars say something like "just fill in 5 unless you're not highly satisfied."

We need to study the internets!!!

A prof in my department sent this article to one of the department mailing lists. I don't know if this guy objects to the way "academics" have been doing Internet research for the last 15+ years or if he just has his head lodged deep in some pre-Internet hole, but he obviously hasn't even tried to find or acknowledge the many studies on exactly what he says is lacking.