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I've always heard that 様 is a highly respectful honorific, being used to refer
to lords, kings and deities. However, many times I hear people calling someone
with 様, without sarcasm or irony, being that person of no high authority, like
the emperor or someone else. Additionally, the customers are called **お**
客{きゃく} **[様]{さま}** , i.e. double honorifics. Maybe that would be the reason to
why it's said that " _the Japanese treat their customers as if they_ " (the
customers) " _were gods_ ".

Now, or the Japanese give a highly exaggerated respect to those "normal
people" (maybe some kind of "idolatry"?), or I misunderstood completely what 様
means.

So what is the proper use and real meaning of the 様 honorific?
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2015-07-13T04:52:59.553
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2015-07-21T06:30:46.540
2015-07-21T06:30:46.540
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question
culture honorifics
The usage of 様{さま} (-sama) honorific
As you said, in the past days, the honorific "様" was used to refer lords,
princes, princesses, etc. (But not for kings! "陛下" is used and only used to
refer kings(天皇) and kings' family in Japan.)

However, after the lords thing disappeared from Japan, the honorific "様"
became a much more daily used word now.

Just that simple as you found in the
[site](http://www.sljfaq.org/afaq/titles.html), "様" is the formal version of
"さん".

To refer a person in business situation, it's very common to use "様" in
contemporary Japanese.

Also, in city halls or hospitals, they are also using "様" for
citizens/patients.

Different meaning/nuance, in different age. This may be the answer you are
looking for.
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2015-07-13T10:01:20.567
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2015-07-13T10:01:20.567
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answer