This is true, if you go to McDonalds and your burger is upside...

This is true, if you go to McDonalds and your burger is upside down or missing a meat patty you wouldn’t be a satisfied customer - we often see these photos posted on Facebook.

But it comes down a lot more to just the product - it is the customer “experience”/ journey that sells. Before you walk into a store you have prior expectations or beliefs as to what to expect, how to expect it and how it will occur.
If you go to McDonalds you expect it to be relatively cheap, consistent taste set menu options and fast service.

This is marketing before you enter the store, whilst you are in the store and once you leave the store how you feel your experience was as to whether you enjoyed it or would shop there again.

The same applies to Dusk, how friendly and fun/ welcoming the staff are, the store layout, the ambience and feel of the store and the customers overall experience.
Marketing is a continuum of this.