That comes from the Net Promoter Score (NPS) a lot of businesses like to use. They want everything to be a 9 or 10 because then you are a "Promoter" and your score means you will tell your friends how much you likes the product. 7-8 is neutral. 0-6 is a detractor.
So places all want 9-10. That can be fine, but when bonuses and things are tied to those scores then you get employees asking for the scores they need whether they deserve them or not.
https://en.wikipedia.org/wiki/Net_Promoter
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