Wellesley shopkeepers brighten my day

I took a trip to the Linden Store in Wellesley today to buy sandwiches for my team. When I told the shopkeeper I was having an OK day, but trying to fight off being sick, he said, "Oh, you should have gotten some of our soup! We have chicken & vegetable and tomato bisque, they're delicious." I feigned disappointment (I don't really like soup), and he said, "Hold on..." and came back with a cup of chicken and vegetable soup...on the house.

Why aren't more people like the Wellesley shopkeepers?