Remember; it's not what people call you, it's what you answer to.
Having said that, it sounds like arrogance is starting to set in. You guys can be the best in the world at whatever you do, but if people can't stand you, how far do you think you'll go?
As far as the "buyers" badge, I'll tell you this, I was there and had an exhibitors badge but am a buyer. So why you would pigeon hole anyone by their badge is a little dense.
Lastly, you employees manning the booth are an extension of YOU. Sounds like you may need to gain some control of them, and stop worrying about what anyone is saying about your company.
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