in certain job roles, there are expectations about another person's emotions and tone. In America, baristas are usually expected to be bright and cheerful.
Yeah, and that could certainly use fixing. I'm getting a dreadful sense of foreshadowing here that making contact with this observation has led the author to an entirely different conclusion—e.g., that this is an argument by analogy where what follows is going to be a bunch of suggestions that ultimately make other things worse.