My experiences from my most recently visited counters/stores:
Counter in Salem, NH: There is one MA who always seems to act like everyone is beneath him and he is doing you a big old favor by even answering your questions. The other MAs are AWESOME there. My two favorites show a true passion and seem to really to like showing you the products and new ways to use them.
f/s store in Burlington, MA: LOVE the MAs here. All of them are always very happy to help. My only semi-pet peeve is that because they know I will be buying there (pro card), some of them will ask me to "hold a minute" while they help a walk-in. Sometimes it doesn't bother me at all (because I do tend to spend 45-60 minutes in there, resulting in about $250-$450 after discount), but it does bother me when I am just about finishing up and then I have to wait for them to finish with someone who may or may not buy a foundation so that I can get my last two items and checkout.
f/s store in Farmington, CT: went here for the first (and probably last) time two weeks ago. The music was TOO loud; I couldn't hear my total. It was also too hot. The staff was indifferent and disinterested. The store was smaller than the Macy's counter (not the staff's fault). But there were about 5 MAs (one was doing a MU application) and no other customers (me & the woman getting MU application). *I* had to go ask one of them for help; then the girl disappeared for over 5 minutes; not a super long time, but where did she go? On this particular trip, I had a list and just needed to rattle them off; and it still took me over 30 minutes(!) (staff's fault) for me to get my products and check out. The manager came out to help the girl at the register at one point, and he didn't even make any eye contact or say anything. I think it is a good example of how the manager sets the tone for the service provided at a store or counter.