It's hard to take. The novel setups do encourage communication among the customers, who complain to each other as they ask each other for directions. But many times the customers can't help each other.
I've written a letter to one of our stores, asking that they change the orientation of the signs which supposedly indicate which items are in which aisle. The signs can only be read when you are already in the particular aisle.. I would like to be able to read signs which are up ahead, when I am in the major aisle which runs perpendicular to all the other aisles and divides them in half.
Now that would be just too logical and absolutely contrary to the marketeers conclusions...