This article hypothesizes that one way to understand the aggressive behavior of clients toward workers in the contemporary market is to focus on the emergence of the right to personal comfort as a characteristic of a new spirit of the consumer. This right to personal comfort, derived from a situation of authority and subordination between clients and workers, given the personalization of contemporary markets, was paradoxically displayed by the companies themselves in their customer service processes, as can be seen in the customer service manuals analyzed in this work.