I must confess I started at level 1. It was by the time I got my first swiss watch, a Datejust - sober design, super reliable, never out of fashion timepiece. Since I've never experienced event that could inspire me such a feeling as hate (ok, the company effort to make clear that they just ignore their customers is remarkable...), I jumped to level 3. Nowadays, I acknowledge Rolex as "the" maker of robust, precise and functional watches, and I even see their conservative approach as a form of respect towards their consumers.
Many years have passed, and I didn't add any other Rolex to my drawer... but now I'm seeking for a presentable GMT - it's gonna be hard to find one that fits to my bgt ;)

Best regards,
Guilherme
PS. ... I've always seen Rolex PR dept exactly as described in the article!