The Golden Rule may be a powerful force, but it does have a downside.
As a general rule, the Golden Rule is hard to beat. Most every culture and faith has a variation on the theme of “Do unto others as you would have done unto you.”
But the problem with other people is that they are, well, other people. They're different. How they want to be treated might not be anywhere close to how you want to be treated in the same situation. So how can you expect to provide service, for example, when you're treating every customer in the same way you'd want to be treated as a customer?