The Advertising Standards Authority on The Citadel greets every visit from Commander Shepard with a deep, disgusted sigh and a disdainful eye roll. The moment that guy sets foot inside the galactic nexus -- home to millions of aliens and bustling market to many more -- is when all the complaints start rolling in. Yeah, he's saved a planet or two, but the man's obviously a duplicitous douchebag who loves nothing more than inflating his ego through endorsement. Seriously, how can every single store on the Citadel be his favorite?

The simplest explanation is that it's a video game, and giving the store a highly marketable nod of approval is something that comes up on the dialogue wheel whenever Shepard talks to a clerk. In return, you receive a discount on your purchases. It's obviously sensible and entirely beneficial to endorse all space shops. The video game you're playing simply does not care.