I can understand this. My mother in law was sick for a while and in a hospital for a few months. During that time she was late on one of her mortgage payments, which she as been faithfully paying for 2 decades. She also took an equity loan to remodel her house. Because of the missed payment they cancelled her equity loan. She went to the bank to talk to them hoping they would understand, but all he heard was how his "hands were tied". She tried telling them she was a customer for years, she had a number of accounts with them, mortgages, car loans from the past, she even paid extra on her mortgage payments often. She explained her medical condition hoping they would understand, but all to no avail. He kept hearing about how all these rules and triggers are automated in the "system" and nothing could be done.
She lamented the time when banking was a personal experience just like the article wrote. You went your teller, you'd known for years, they'd ask about your kids. The manager migth know you, might send you a birthday card and so on. I can see how she would be a person willing to pay $5 per check just to get back that personal touch.
The article also touched on this, but many people who are poor also don't happen to see a lot of human kindness, sometimes fake customer service kindness is better than nothing, they don't even mind paying extra to get it.